A Study on Usage Behavior of Influencers by College Students
Method: in-depth interviews were conducted with 15 college students to investigate their influencer usage behaviors, explore factors affecting their use, and develop a related research model.
Results: First of all, in the early days of using content, they encountered content for reasons such as topicality, information, friend recommendation, and curiosity, and there was a tendency to select content based on similar tastes through algorithm and friend recommendation. In particular, the highly topical contents of influencers recommended by friends played an important role in forming peer culture with friends.
It was found that sincerity and candor revealed in the content were important factors influencing the period when an influencer's channel was subscribed and used continuously and intimacy was formed. When they felt their sincerity and honesty, they realized that they were different from other influencers and continued to watch them.
It was found that the interaction factor plays a decisive role in forming intimacy with influencers and continuously using the channel for more than 3 months, forming a fandom and recommending content to others.
Conclusion: This usage behavior of college students has great implications for companies that want to pro-mote and market through the influencer channel. As the factors that affect users vary depending on when they use the influencer channel, a promotional strategy that reflects this is needed. In addition, as integrity and honesty are important factors in building users' trust, it should be given more important value than anything else in maintaining and managing channels.
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The Effects of Women's Beauty and Health Multi-Shop Consumption Perceptions and Selected Attributes on Use SatisfactionPurpose: Recently, in Korea, beauty and health consumers are seeking convenience and professionalism, so multi-shop type stores are gradually increasing. Accordingly, this study was conducted with the purpose of con-firming the relationship between consumption perception, optional attributes, and use satisfaction with women visiting beauty health multi-shops as participants. Method: The study participants consisted of 183 adult females aged 20 years or older in S-city and G-province using the non-probability sampling method and the judgment sampling method. As for the data analysis method, MANOVA and multiple regression analysis were conducted to analyze the relationship between consumption perception, choice attributes, and use satisfaction. Results: As a result of the study, all independent variables such as consumption necessity factors, consumption process factors, and consumption result factors were statistically significant in the influence relationship between consumption perception variables and selection attributes. And in the relationship between the selected attribute variable and the satisfaction factor, the facility factor, loyalty factor, and cost factor were found to be significant, while the information provision factor was statistically insignificant. Conclusion: The results of this study served as an opportunity to confirm various factors related to the consumer's perception of consumption and the satisfaction of use according to the selected attributes of visiting beauty health multi-shops. Therefore, it suggests the specific and detailed importance of the perception and selection attributes of consumers who visit beauty health multi-shops.Keyword:Women, Beauty and Health Multi-Shop, Consumption Perceptions, Selected Attributes, Use Satisfaction
The Effects of Semi-Permanent Eyebrow Make-Up Execution on Appearance Perception and Self-Efficacy of Female Breast Cancer PatientsPurpose: In this study, the effect of the eyebrow semi-permanent makeup procedure was verified by paying attention to the side effects of anti-cancer and the psychological and social burden caused by hair loss that may occur in female breast cancer patients. To this end, the difference in perception of eyebrow semi-permanent makeup, appearance recognition, and self-efficacy before and after eyebrow semi-permanent makeup was analyzed to identify relevance and influence. Through empirical analysis, we expect that our quality of life improvement and protective aesthetic contributions will be repaid. The purpose of this study is to contribute to beauty protection and adaptation to the lives of patients and to obtain useful data for the market expansion of semi-permanent makeup in the industrial aspect. Method: This study was conducted on female breast cancer patients suffering from hair loss as a side effect of chemotherapy, and 64 questionnaires were collected for verification of research questions. For empirical statistical analysis, SPSS 25.0 program was used, and frequency analysis and descriptive statistical analysis were used. To identify the difference in effectiveness, t-test and ANOVA were analyzed for the pre-and post-differences. In the statistical analysis, statistical significance was judged based on the significance level of 0.05. Results: First, when comparing before and after eyebrow semi-permanent makeup, it was found that appearance awareness and self-efficacy improved significantly from the starting point of eyebrow semi-permanent makeup. Second, as a result of an independent sample t-test analysis to confirm the average difference in major variables according to the location of the current hospital, the difference in appearance perception according to the classification of the metropolitan area and non-metropolitan area was found to be significant. Third, the difference in appearance recognition according to the current health status was significant, and the improvement score was found to be higher in the group with better health. Conclusion: The eyebrow semi-permanent makeup procedure is increasing everyone's appearance awareness and self-efficacy, and giving positive effects. This study contributed to expanding the beneficiaries of beauty services not only to the general public but also to female breast cancer patients. Through empirical analysis, it was verified that the eyebrow semi-permanent makeup procedure affects the perception of appearance and the increase in self-efficacy in female breast cancer patients. In the future, based on this study, the eyebrow semi-permanent makeup procedure of female breast cancer patients can be used as useful data in the industrial and policy aspects of beauty service, and it can be expected to have a positive effect on the expansion of the domestic beauty industry and the semi-permanent makeup market.Keyword:Eyebrow Semi-Permanent Makeup, Satisfaction, Appearance Perception, Self-Efficacy, Beauty Industry
The Effect of Selective Attributes of Customized Cosmetics on Purchase Intention: Focusing on the Mediating Effect of Perceived Natural Raw MaterialsPurpose: This study presents the direction for the development of the cosmetics industry and the revitalization of the customized cosmetics industry. By using natural raw materials that are harmless to the human body as raw materials for customized cosmetics, It was conducted with the aim of raising positive awareness among consumers and inducing purchases. Customized cosmetics can contribute to solving the problem of the unemployed as small-scale start-ups are possible, Since only those with professional qualifications can manufacture customized cosmetics, We want to research how we can fulfill consumers' desire for safety and their desire to own cosmetics that are right for their skin. Method: A total of 306 questionnaires were administered to men and women in their 20s and 60s who had experience in purchasing cosmetics living in Korea, and a frequency analysis, descriptive statistical analysis, exploratory factor analysis, and reliability analysis using Cronbach's alpha coefficient were conducted using SPSS 25.0 program as the analysis data, and an independent sample t test was conducted to test the hypotheses. We also conducted correlation analysis, multiple regression analysis, and mediation analysis using SPSS process mac-ros to verify mediation effects. Results: First, it can be said that the higher the Awareness of selective attributes and Reliability of selective at-tributes of customized cosmetics, the higher the Purchase intention. Second, emphasizing the use of natural ingredients in the formulation of customized cosmetics will further enhance purchase intent. Third, since the awareness of customized cosmetics is high enough, supporting it in various ways will not only expand the market, but also allow customers to purchase customized cosmetics with confidence. Fourth, it means that the trust in the custom-ized cosmetics formulation manager who received professional education the state had a positive effect on the choice of customized cosmetics. Conclusion: Using natural raw materials for customized cosmetics can contribute to solving international environmental problems, For the first time in the world, only those with professional qualifications can prepare customized cosmetics. It will be able to satisfy consumers' desire to own cosmetics that are safe and suitable for their skin. Therefore, in a situation where customized cosmetics are attracting worldwide attention, this study aims to increase consumers' positive awareness and help skin health by using harmless natural raw materials as raw materials for customized cosmetics. It will be able to suggest a direction as a new growth engine for K-beauty, Even as an international subject, it is considered to have original value.Keyword:Customized Cosmetics, Selective Attributes, Perceived Natural Raw Materials, Awareness of Selective Attributes, Reliability of Selective Attribute
Purpose: On the newsmagazine of the abbreviations showed from computer and AI chatbot web in which the government contained a minority discriminator of administration notions, medical names, business categories have puzzle game article under civil provision. It could be a significantly meaningful educational. This paper aims to consider the types of abbreviations in media, identify the characteristics of phonological abbreviations that can explain the principle of formation. The primary discussion revital lives was the process of forming and the relationship between the original word and the abbreviations. In addition, the grammar knowledge on the focus on teaching grammatical, phonological explanation mechanism. Method: The process among the types of abbreviations and organize their artificial intelligence, present the materials to effectively teach phonological abbreviations to Korean multiple cultures for language learners. We have been made initial alphabet what news magazines of written papers websites on internet, comprehensive, inclusive directory and researching engine. The spoken language, colloquialism reduced to colloquial language, had categorization of synonym group antonym relation, another writing of words phrase in differences item. To evaluate the proposed method, we use dataset of two type. As experimental results, we prove that our method is effective for irregular abbreviations. Results: On writing reformation of neologism made reformed hanja mass media speaking education. We agreed with nation and nationality from that in detail, minutely for the non-English language speaking Americans. Many languages in easily accessed to reserved translated dictionary. Command on langue and parole, an abbreviated language culture had been developed. The shortened word, language fragmentation lead to technical term purification from which classical chinese vocabulary department have native tongue and Encyclopedia of Korean Culture. Each textbook and dictionary defines the abbreviations differently, giving rise to confusion to teachers and learners. Conclusion: Academic and scientific abbreviations in detail academic & Science, physics one's specialty, way to manage a talent. Purification of an idiom of Uiseong is necessary for readers. Mother Nature skill to account for meaning of somebody's true character handed out essentiality second nature(good nature), where race traced to social equity from nature, economic parallel is analogous of in collateralness. Abbreviations can be considered to be completely different from original words. However, educational institutions and scholars still would have different opinions on abbreviations without clear solution to the education methodology.Keyword:Colloquial Language, Acronym, Shortened Words, Neologism, AI Chatbot Web Multimedia
The Relationship between Child Values and Happiness of Early Childhood Parents: Actor Effect and Partner EffectPurpose: This study examined the relationship between child value and happiness among parents of infants and toddlers in the 6th and 7th waves of the Korean Child Panel Survey. Method: We conducted an analysis of self and other interdependence model(APIM) to test the self-effect and partner-effect of parents of infants and toddlers. Results: The results of the self-effect and partner-effect tests of mothers' and fathers' perceived parental child value on happiness showed that mothers' and fathers' perceived child value had a significant positive effect on their own happiness. In addition, the interaction effect of mothers' and fathers' perceived child value on happiness was significant only for the negative effect of fathers' perceived child value on mothers' happiness. We also found significant differences in the self-effect and partner-effect of parental values on happiness, with mothers' happiness being influenced more by their own parental values than by their fathers' parental values. Conclusion: The significance of this study is that it verified the effect of parents' child value on their own happiness, which has been lacking in the literature. Therefore, this study provides implications for the establishment of government childcare policies to improve the happiness of parents of infants and toddlers and for parent education in early childhood education institutions, and provides a basis for future research and programs to improve the happiness of parents of infants and toddlers.Keyword:Child Values, Happiness, Actor Effect, Partner Effect, Early Childhood Parents
The Effect of Interpersonal Relationship for Public Value on the Makeup Behavior of the Women in Their 40s and 50sPurpose: The purpose of this study is to examine and understand the effect of interpersonal relationship of the middle-aged women on the makeup behavior. The women in their 40s and 50s are the most economically productive age group, and it is considered that the study of their makeup behavior would be very important. Method: This study distributed and collected questionnaires from women in their 40s and 50s in Seoul and Gyeonggi-do. A total of 411 copies were used for the final statistical analysis. Frequency, percentage, and average were calculated to examine and understand the demographic characteristics of the study subjects, and the Pearson’s product moment-effect correlation was calculated to examine and understand the relationship between the interpersonal relationship and makeup behavior. The stepwise multiple regression analysis was also per-formed to determine the causal relationship between the interpersonal relationship and the makeup behavior. Results: As a result of the effect of interpersonal relationship on the fashionableness among the makeup behaviors, it turned out that openness, understanding, and satisfaction had positively significant effects on fashionableness among the makeup behaviors. As a result of the effect of interpersonal relationship on the subjectivity among the makeup behaviors, understanding, satisfaction, and subjectivity among the makeup behaviors turned out to have positively significant effects. As a result of interpersonal relationship on subjectivity among the makeup behaviors, openness was shown to have a negatively significant effect on subjectivity among the makeup behaviors, and understanding, satisfaction, and communication had a positively significant effect on subjectivity among the makeup behaviors. Conclusion: A study on the makeup behavior of women in their 40s and 50s, who carry out a lot of social activities and highly value interpersonal relationships, is considered to contribute largely to the direction of the beauty industry that creates public value and the makeup product manufacturing industry.Keyword:Women, Middle Aged, Public Value, Interpersonal Relationship, Makeup Behavior
The Effects of Perceptions of Professionalism on Job Satisfaction of Korean Hair-Beauty Shop Workers for Public Value -Focused on the Mediation Effect of Job Stress-Purpose: In this study, the correlation between Job Stress, Perceptions of Professional-ism, and Job Satisfaction that people in the beauty industry, where there is a steady demand for manpower even in the era of the 4th industrial revolution. It aims to increase the public value of workers who do repetitive and emotional labor together. The purpose of this study is to understand the relationship between factors through empirical analysis and to obtain effective human management data for job satisfaction. Method: This study was conducted for Korean Hair-beauty Shop workers, and to verify the research question, 611 questionnaires distributed and collected nationwide were used. Empirical statistical analysis was performed using SPSS 25.0 program, and frequency analysis, factor analysis were used. To understand the relationship be-tween variables, multiple regression analysis and mediating effect analysis were performed. In the statistical analysis, statistical significance was determined based on the significance level of 5%. Results: First, in the relationship between expert perception and Job Satisfaction, Use of Reference Groups, Service Belief, and Autonomy were found to have a significant positive(+) effect on Job Satisfaction. Second, Use of Reference Groups, Service Belief, Self -regulation and Autonomy were found to have a significant positive(+) effect on Welfare and Salary Satisfaction. Third, Use of Reference Groups, Service Belief, and Autonomy were found to have a significant positive(+) effect on Relationship Satisfaction. Fourth, Job Stress of Hair-beauty shop workers had a negative(-) effect on Job Satisfaction, and played a mediating role in the relationship between Perceptions of Professionalism and Job Satisfaction. Conclusion: Since the hair and beauty industry has both emotional labor and professional attributes, the stress received from customers was generally large. In order to solve this problem, it is necessary to have professional knowledge and to explain or convince the customer. In addition, creating a work atmosphere where free communication is possible will help relieve stress and boost morale among employees. In addition, by increasing the Perceptions of Professionalism of Hair-beauty Shop workers, it is possible to not only increase Job Satisfaction but also to decrease Job Stress, and the lowered Job Stress can result in raising Job Satisfaction again. Therefore, professionalism and stress management of Hair-beauty shop workers can contribute to increasing the production efficiency of the shop by increasing Job Satisfaction.Keyword:Hair-Beauty Shop, Worker, Perceptions of Professionalism, Job Satisfaction, Job Stress
The Effects of Appearance Management Behaviors on Self-Esteem of Korean Beauty Salon Customers for Public Value -Focused on the Mediating Effect of Appearance Satisfaction and Body Image Recognition-Purpose: This study aims to identify the factors affecting self-esteem, which is recognized as an important motive and major factor in human behavior in all areas of life for customers who use beauty services. The purpose of this study is to verify the mediating and sequential mediating effects of Appearance Satisfaction and Body Image Recognition in the relationship between Appearance Management Behaviors and Self-esteem. Through this, basic data for vitalization of the beauty industry can be obtained. Method: A total of 225 questionnaires were collected online for men and women over the age of 20 who had experience using beauty salons nationwide. As the empirical analysis method, SPSS 25.0 was used, and frequency analysis, validity, reliability, correlation, and multiple regression analysis were performed. Exploratory factor analysis was performed to verify the validity of the measurement tool used in this study. In addition, in order to verify the mediating effect, it was analyzed using Process Macro No. 6 model. Results: The results of the analysis conducted are as follows. First, self-esteem did not show a significant correlation with Appearance Management Behaviors(p>.05), and showed a statistically significant positive correlation with Appearance Satisfaction(r=.563, p<.001). Self-esteem showed a statistically significant positive(+) correlation with Body Image Recognition(r=.214, p<.01), and Appearance Satisfaction showed a statistically significant positive(+) relationship with Appearance Management Behaviors. negative correlation(r=.180, p<.01). Body Image Recognition showed a statistically significant positive(+) correlation with Appearance Management Behaviors(r=.381, p<.001). Second, as a result of the mediating effect verification, the self-esteem of Appearance Management Behaviors The total and direct effects were not statistically significant. Mediating effect Looking at the significance results for each pathway, it was determined that the mediating effect of Appearance Satisfaction was statistically significant in the relationship between Appearance Management Behaviors and Self-esteem. In the relationship between Appearance Management Behaviors and Self-esteem, the mediating effect of Body Image Recognition was judged to be statistically significant. Each showed a complete mediating effect. However, in the relationship between Appearance Management Behaviors and Self-esteem, the sequential mediating effects of Appearance Satisfaction and Body Image Recognition were judged not to be statistically significant. Conclusion: It was found that Appearance Management Behaviors do not directly affect self-esteem, but affect self-esteem by increasing Appearance Satisfaction and Body Image Recognition. It has been further clarified that Appearance Management Behaviors affect not only the external changes of an individual, but also the internal part. In this study, we were able to integrated analyze variables and identify specific processes. Based on the results of this study, in order to increase self-esteem, which is an important need of modern people, it is necessary to help them recognize the correct body image. There is a need to inform customers who use beauty shops about obesity and health, and to diversify body shape management programs. In order to improve appearance, it is expected that various beauty industries that can enhance body image recognition as well as hair styling, makeup, face-oriented skin care, and fashion styling are expected to increase actively.Keyword:Appearance Management Behaviors, Body Image Recognition, Self-Esteem, Beauty Services, Appearance Satisfaction
Verification of the Regulatory Effect of Individual Personality in the Relationship between the Characteristics of Short-Form Beauty Contents and Behavioral Intention: With a Focus on the Generation MZPurpose: In this study, the purpose is to, by analyzing the MZ subjects to verify the regulatory effect of individual personality in terms of the relationship between the characteristics of short-form beauty contents and the behavioral intention, and by studying how individual personality affects short-form characteristics of beauty con-tents and the behavioral intention, present the basic data for the effective digital scalability that provides an optimal experience to Generation MZ and a strategy to induce the users to consume beauty contents while feeling the curiosity and interest of users about planning, producing and sharing form beauty contents. Method: The subjects of this study were analyzed by using the SPSS 25.0, AMOS 22.0 program for 406 online questionnaires in Seoul, Gyeonggi, Incheon metropolitan area and non-metropolitan area to verify the research problem targeting Generation MZ who used short-form beauty contents at least once. The exploratory factor analysis and reliability analysis were performed to secure the validity and reliability of the scale, and the Pearson correlation analysis was performed to confirm the correlation between the major variables. To verify the regulatory effect, the hierarchical regulation regression analysis was performed, and the test was confirmed with a simple slope graph according to the significant interaction effect. Results: As a result of the analysis performed, significant results were confirmed with a focus on the three stag-es in which all variables were input together. In the first stage, the characteristics of short-form beauty contents of the independent variables were static, all in playfulness, information, reliability, creativity, and interactivity. As the influence of individual personality on the behavioral intention in the second stage, it was confirmed that extroversion, affinity, and neurosis were significant. It was verified that the interaction variables that can confirm the regulatory effect in the third stage were the interaction between playfulness and sincerity(=.114, p<.05), the interaction between playfulness and neurosis(=.091, p<.05), reliability and the interaction of affinity(=.096, p<.05) was positively significant, and the interaction of information and affinity was negatively significant(=-.156, p<.01). Conclusion: Based on the results of this study, it was possible to learn that, playfulness and reliability reinforce the behavioral intention in the characteristics of short-form beauty contents. Behavioral intention increases as individual personality integrity, neurosis, and evolution are regulated, whereas informationality deteriorates as the evolutionary nature increases, and it was also found that a strategy of creating and planning useful information that may be enjoyed or shared is necessary to provide an optimal experience of content, considering the characteristics and individual personalities of Generation MZ users, and accordingly, offers a meaning for the basic data for digital marketing.Keyword:Short-Form, Characteristics of Beauty Contents, Behavioral Intention, Individual Personality, Generation MZ
Purpose: The purpose of this study is to provide the basic data for the operation of the extracurricular program by examining whether it is effective for university life adjustment and student competency improvement according to the motivation to participate in the extracurricular program and the participation in the extracurricular pro-gram. Method: As for the data collection, a survey was conducted with freshmen in the natural science department of O University O located in in the metropolitan area. 1. To analyze as to whether the motivation for participation in the extracurricular program has an effect on the university life adjustment, the validity of the motivation to participate and the university life adaptation factors was verified, then the inter-individual effect was verified. 2. Group statistics were analyzed to analyze as to whether the participation in the extracurricular program has an effect on the university freshmen's adaptation to the university life. 3. To verify the effect of participation in the extracurricular program and the student competency enhancement, the O University’s 5L Core Competency Diagnostic Tool(2021) was used, and the competency evaluation scores for the 4 competencies except for L3 were compared on an ex ante and ex post basis. Results: The motivation to participate in the extracurricular program for Research Question 1 was verified to have an effect on the university freshmen's adaptation to the university life, and consequently, it was apparent that motivation is more important before publicity or program improvement for the participation in extracurricular program. As a result of analysis as to whether to participate in the extracurricular program for Research Question 2 and the university life adjustment of freshmen, the participation in the extracurricular program was effective for all questions about university life adaptation. As a result of analyzing the effect of the extracurricular program for Research Question 3, it was apparent that the extracurricular program related to the auditory personality competency L1, future learning competency L2, and job-based competency L3 was effective in enhancing the student competency, and it is considered that the extracurricular program related to the competency L5 needs to be improved for quality control to strengthen the student competency. Conclusion: This study was conducted with freshmen in the natural science department, and hence, there are limitations to generalizing to all university students. In the future studies, if factors such as segmentation by category and program learning efficacy are considered together, it will be possible to present a more specific way to activate the extracurricular program.Keyword:Freshman, Motivation to Participate, University Life Adjustment, Student Competency, Effect of the Extracurricular Program