가상 뷰티 인플루언서의 특성이 정보수용, 신뢰성에 미치는 영향

The purpose of this study is to validate the impact of virtual beauty influencers’ characteristics on information acceptance and reliability, aiming to explore approaches in enhancing the characteristics of virtual beauty influencers and their application in beauty industry beauty marketing. The survey targeted SNS users familiar with virtual beauty influencers, and a self-administered questionnaire was conducted. The survey period ranged from June 1, 2023, to July 28, 2023, with 317 responses utilized for the final analysis. SPSS 24.0 software was employed to conduct frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The analysis revealed three factors for the characteristics of virtual beauty influencers: interest, authenticity, and attractiveness. Information acceptance and reliability were identified as single factors, and the characteristics of virtual beauty influencers showed a positive impact on both information acceptance and reliability. In order to approach consumers comfortably, it is suggested that continuous improvement and supplementation are necessary, focusing on technological advancements in the field of virtual beauty influencers, diverse content provision, and the development of authentic content to enhance trust. This, in turn, can contribute to positive changes in increasing sales in the beauty marketing market. Future research is anticipated to continue exploring various variables, including the impact of the characteristics of virtual beauty influencers on purchase behavior intention and subscription intention.