유행선도력이 뷰티콘텐츠 이용에 미치는 영향

This study is a study on the effect of trend leadership on the use of beauty content, and the purpose of the study is to create efficient beauty content that meets customers’ needs based on the results and to provide basic data for effective beauty marketing. Accordingly, a survey was conducted on men and women who had experience using beauty content, and a total of 211 copies were used as final analysis data. The results of frequency analysis, factor analysis, reliability analysis, t-test, ANOVA analysis, and multiple regression analysis of the collected data are as follows. First, trend leadership was divided into two variables: trend opinion leadership and trend innovation, and it was found that “women” had a difference in trend leadership than “men” and “unmarried” had a difference in trend leadership than “marriage.” Second, the use of beauty content was divided into four variables: usefulness, entertainment, interaction, and reliability, and the higher the age than “man,” the more “unmarried” than “marriage” had a positive effect on usefulness, entertainment, and reliability. Third, the higher the trend, the higher the use of beauty content. Considering the results of the study, paying attention to the movements of consumers with high ripple effect and potential in spreading trends verbally and visually, and using various beauty marketing contents as a communication space for society, it will lead to consumer marketing and help increase sales. This study has implications for identifying the sentiment of beauty content use by applying demographic types and studying the trend leadership as an incentive to use beauty content.