MZ 세대의 SNS 뷰티콘텐츠 이용특성이 두피관리행동에 미치는 영향

The purpose of this study was to investigate the reasons why SNS beauty contents practice scalp management behavior of MZ generation and their influence through the study on the effect of the characteristics of SNS beauty contents use on scalp management behavior of MZ generation. To this end, a survey was conducted on men and women born between 1980 and 1994 in the M generation and 1995 and 2005 in the Z generation, and the survey period was from November 25, 2023 to December 25, 2023, based on the preliminary survey of a total of 30 people, and after security, this survey was conducted from January 25, 2024 to February 25, 2024, and a total of 300 questionnaire responses were used for this study analysis. This study empirically analyzed the effect of the characteristics of SNS beauty contents use of the MZ generation on scalp management behavior. As a result of the study, the playability and informativity of SNS beauty contents contributed to the positive formation of scalp awareness, and informativity was found to be an important factor in promoting dietary management behavior. In addition, the reliability and complementarity of the content increased the scalp professional management behavior, and informativity, reliability, and playability influenced the reinforcement of product management behavior. The results suggest that interesting, informative, and reliable content can induce positive scalp care behavior of consumers, and provide important implications for SNS content design and marketing strategies in beauty and healthcare.