MZ세대의 뷰티콘텐츠 관심도가 외모관리행동에 미치는 영향

In this study, a sample was collected from the general public in their 20s and 30s for the purpose of examining the MZ generation’s interest in beauty content and its effect on appearance management behavior. A non-face-to-face online survey was conducted from June 1 to June 30, 2022, and 442 copies were used for the final analysis. As a result of the analysis, interest in beauty content was confirmed as usefulness, interest, reliability, and informational factors, For appearance management behavior, makeup management behavior, hair management behavior, body shape management behavior, and clothing management behavior were derived. Looking at the sub-factors of interest in beauty content, the interest factor was found to have the highest influence on the appearance management behavior of the MZ generation, and the reliability factor was found to have a significant influence on the hair care behavior and the body shape management behavior, and was negative with the makeup management behavior. showed an influence. Informativeness was confirmed to have a significant influence on hair care behavior and clothing management behavior. For usefulness factors, appearance management behavior and influence were not confirmed. The MZ generation, a high-tech, fashion-conscious generation, uses beauty videos to link beauty services or product purchase behavior. Through this study, beauty videos need to apply entertainment elements, will have to create it. This study is meaningful as a basic data for the use of marketing strategies for MZ generation customers in the beauty industry related to appearance management behavior.