미용소비자의 성격유형(MBTI)에 따른 SNS 광고 속성 선택이 구매 행동에 미치는 영향

The purpose of this study is to provide basic data to understand the selection of SNS advertising attributes and purchase behavior by applying the personality type of beauty consumers, and to seek SNS advertising marketing strategies that can lead to consumer satisfaction based on this. The purpose of this study is to provide basic data to understand SNS advertisement attribute selection and purchase behavior by applying the personality type of beauty consumers and to find SNS advertisement marketing strategies that can lead to consumer satisfaction. First, advertising attributes were divided into five variables: informality, entertainment, interaction, reliability, and obstruction, and the more women and SNS use time than men, the higher the choice of SNS advertising attributes. Second, among the attributes of SNS advertisement, information, entertainment, interaction, and reliability had a significant positive (+) effect on purchase behavior, and obstruction had a negative (-) effect. Third, depending on the consumer’s MBTI personality type, extroversion (E) was found to have higher information and entertainment and higher purchasing behavior than introversion (I). When synthesizing the results of the study, it is necessary to pay attention to entertainment and informability, which are important variables of purchasing behavior, in order to effectively develop SNS advertisement content. It is believed that if consumers provide the necessary information and include fun and entertainment elements, they can draw positive empathy from consumers. This study is different from previous studies in that it analyzes and identifies specific tendencies according to MBTI personality types, focusing on consumers who are the main agents in the SNS market. If the consumer’s personality type is identified in advance and differentiated advertising content according to the characteristics of the personality type is developed, it is thought that it will lead to purchasing behavior and carry out effective marketing. This study has implications for understanding consumer sentiment by applying personality types and studying the advertising properties of SNS by applying them.