The Effect of Beauty major Teenagers' Interest in Beauty Video on Purchase Intention and Purchase Behavior of Cosmetics

Seo, Hye-kyeong; Choi, Eun-mi; Kim, Sun-hyoung

Journal of the Korean Society of Cosmetology 2020;26(5):1140-1153.
Published online October 31, 2020.

미용 전공 청소년의 뷰티 동영상 관심도가 화장품 구매의도 및 구매행동에 미치는 영향

서혜경, 최은미, 김선형

The Effect of Beauty major Teenagers' Interest in Beauty Video on Purchase Intention and Purchase Behavior of Cosmetics

Hye-kyeong Seo, Eun-mi Choi, Sun-hyoung Kim

Abstract

This study was conducted to investigate the effects on cosmetics purchase intention and purchasing behavior. As a result of the study, in the teenager group, girls were more interested in beauty videos than boys, the higher the grade, the shorter the purchase cycle of cosmetics, the interest in cosmetics was high. Teenagers with high purchasing costs for cosmetics showed higher brand intention, brand consideration, purchase continuity, and mood change, and cosmetics purchase intention than other teenagers. The higher the grade, in case of makeup, nail and hair beauty, and other majors, the shorter the purchase cycle of cosmetics and the higher the purchase cost of cosmetics, due to the increased socio-cultural attitude toward appearance and a time sensitive to fashion, the cosmetics purchasing behavior had a positive effect on solving the desire for appearance. As a result of analyzing the correlation between variables, it was found that it had a statistically significant positive effect on beauty video interest and cosmetics purchase intention, beauty video interest and cosmetics purchasing behavior, cosmetics purchase intention and cosmetic purchasing behavior.

Key Words: Beauty Video, Cosmetics Purchase Intention, Cosmetics Purchasing Behavior, Youth Majoring in Cosmetology