숏폼 이용자 성격특성이 뷰티제품 충동구매행동에 미치는 영향: 브랜드 명성의 조절효과

This study an empirical analysis was conducted to investigate the influence of the personality characteristics of short-range users on impulse purchase of beauty products and the discriminatory influence of brand reputation. The survey subjects are general consumers who have purchased after viewing short-forms related to beauty products, and 300 copies of data were used for the final analysis online from January 22 to January 30, 2025. As a result of the analysis, the personality characteristic variable consisted of four factors: neurosis, experience openness, hedonism, and co-movement. First, in the relationship between the personality traits of short-form users on impulse purchase, it was found that impulse purchase also increased as the pleasure, co-movement, and experience openness excluding neurosis increased. Second, as a result of examining the moderating effect of brand reputation, the difference between groups was large in the case of high brand reputation in co-movement and pleasure. Short-forms are positioned as a strong business model, not a trend of content. This study is meaningful in that it studied impulse purchase using consumer personality characteristics as a variable and that the field of consumer behavior research was expanded by proving the interaction between the brand reputation of beauty products.