The Effects of Beauty Information Media Characteristics on Information Abstraction and Online Consumption Behavior

In this study, investigated the process of influencing the characteristic factors of beauty information media on the consumption behavior of online consumers and examined the role of information overload through path verification. The subjects of the survey were in their 20s to 40s who had access to beauty-related media at least once a month, and data were collected through an online survey for 10 days from October 20 to 30, 2025. The analysis was conducted based on a total of 382 pieces of response data. As a result of the analysis, the amount of information, speed, information source, and relationship formation factors were derived as the characteristics of beauty information media. As a result of examining the effect of the characteristics of beauty information media on information overload, it was confirmed that speed and information sources have a positive effect on information overload. As a result of examining the effect of the characteristics of beauty information media on online consumption behavior, it was confirmed that it had a positive effect on the amount of information, speed, information source, and relationship formation. As a result of analyzing the mediating effect of information overload, it was found that it played a negative role in speed and information source factors. Beauty content is a factor that actually generates profits as the core of online business beyond the dimension of simple information. As unilateral information delivery or unedited information can cause consumer confusion, it can be said that the characteristics of media that can freely select media and exchange opinions with users are important. In addition, it is significant in that it derives the influence of negative emotions such as information overload on the behavioral research of online consumers.