YouTube 뷰티컨텐츠특성이 지각된 유용성과 지속이용의도에 미치는 영향

The purpose of this study is to provide a way to use YouTube Beauty Contents Characteristics as a marketing tool by analyzing the effect of YouTube beauty contents characteristics on perceived usefulness and intention to continuous use, and to provid basic data to promote development in the beauty industry through this. To this end, a study was conducted on people who had experience using YouTube beauty content, and the results of using a total of 224 copies as final analysis data using the questionnaire technique are as follows.First, as a result of factor analysis, YouTube beauty content characteristics were derived from four factors: interestingness, informativeness, interaction, and diversity, and reliability was found to be more than 7. Second, among the characteristics of beauty content, diversity and informativeness were found to have a positive(+) effect on perceived usefulness. Third, among the characteristics of beauty content, diversity, interestingness, and informativeness were found to have a positive(+) effect on the intention to continue using it. The conclusions of this study are as follows. First, providing professional and detailed information beyond simply reviewing products and providing methods of use and styling methods will ensure high competitiveness along with viewers' perception of it as helpful content. Second, if various information is provided, differentiated concepts and fun factors are added to obtain information, and fun videos are provided as content itself, it will be able to attract continuous viewing.