유튜브 뷰티콘텐츠 특성이 뷰티관리행동 및 소비행동에 미치는 영향: 액티브 시니어 여성을 대상으로

This study aimed to explore the potential for convergence between digital platforms and the beauty industry by analysing the impact of YouTube beauty content characteristics on active senior women’s beauty care behaviors and consumption behaviors. The subjects of the study were women in their 50s and 60s living in Gwangju who had experience using YouTube beauty content, and a survey was conducted from 1 June 2024 to 25 June 2024, and a total of 235 copies of the data were used for the final analysis. The results of the analysis showed that YouTube beauty content characteristics were derived into five factors: interactivity, informativeness, entertainment, diversity, and reliability, and all showed significant relationships with beauty care behaviors (skin care behavior, makeup behavior) and consumption behaviors (basic cosmetics consumption behavior, tonal cosmetics con- sumption behaviors). Higher content characteristics increased beauty care behaviors and consumption behavior, and beauty care behaviors also had a significant effect on consumption behaviors. These results suggest that digital marketing strategies should strengthen the qualitative elements of content, such as informativeness, credibility, interactivity, and entertainment, and highlight the need to develop tailored content and marketing strategies that meet the consumption needs of active seniors. By identifying the interaction between YouTube beauty content and active seniors, this study can be used as a basis for the beauty industry’s strategic approach and enhancement of market competitiveness.