뷰티 인플루언서의 매력성이 인플루언서 신뢰 및 콘텐츠 몰입과 구매의도에 미치는 영향

This study established a research model and conducted a covariance structural model analysis to see how the attractiveness of beauty influencers is divided into intimacy, affinity, and sociality, affecting influencer trust and content commitment and purchase intention. The subjects of the survey were ordinary people with experience in using contents provided by beauty influencers in Seoul, Gyeonggi, and Chungcheong, and a total of 422 copies of data were collected from July 5 to 15, 2022 and used for the final analysis. As a result of the analysis, it was confirmed that the attractiveness of beauty influencer had a significant effect on all constituent factors in the relationship between influencer trust and content commitment, and the relative influence of sociality was the highest influencer. There was no significant influence relationship between trust and purchase intention, but it was confirmed that it had a significant effect on the influence relationship between content commitment and purchase intention. This study is meaningful in that it newly identified the attractiveness factors of beauty influencer, and the attractiveness of beauty influencer can be used as an indicator of influencer evaluation as an influencing factor of positive evaluation of consumers, and it has been confirmed that it is an important factor in the SNS environment.