뷰티크리에이터 특성이 브랜디드 콘텐츠 태도, 구매의도, 공유의도에 미치는 영향

Since marketing approaches on beauty creators are currently gaining increased focus, the current study attempted to examine the influence relations on branded contents attitude, purchase intention and sharing intension syntagmatically by dividing lower dimension of the characteristics of beauty creators into attractiveness, specialty, entertainment and interactivity. The correlation between each variable and the main reasons for such correlation were identified. In order to understand the influence that characteristics of beauty creators have on branded contents attitude, purchase intention, and sharing intention, multiple regression analysis was conducted. The analysis results showed that attractiveness, specialty, entertainment, and interactivity have appreciable effect on branded contents attitude, purchase intention, and share intention statistically. It was also found that branded contents attitude and purchase intention have influence on share intention statistically. therefore there is some differences on the process of formation of branded contents attitude, purchase intention, and sharing intention based on sub-factors of the characteristics of beauty creators. The current study can act a theoretical base when a realistic marketing plan is designed for applying branded contents for beauty-creators.