유튜브 뷰티콘텐츠가 이용만족도와 취업준비행동에 미치는 영향: 뷰티 전공자를 중심으로

Interest in YouTube is growing, but research on the link between the satisfaction level of YouTube beauty content and job preparation behavior is insufficient. In this study, a total of 250 questionnaires were used for frequency analysis, factor analysis, reliability analysis, and regression analysis through SPSS 21.0 by subdividing majors into hair, skin, and nail, makeup to analyze the impact of YouTube beauty content characteristics on user satisfaction and job preparation behavior. The results of the survey are as follows. First, the characteristics of beauty contents came in three dimensions: reliability, interaction, and information, and utilization satisfaction and career preparation behavior came out on a single dimension. Second, the beauty content characteristics of hair major, skin major, and nail major were found to affect usage satisfaction and job preparation behavior, and makeup major was not related. Combining the above, YouTubers expect that the activation and supplementation of beauty contents will be basic data through the reduction of commercial advertising and distribution of professional and educational content as well as the improvement of users' awareness (optional information acceptance, additional data verification). Subsequent research is also expected to produce interesting results by studying the segmentation by age group, career proficiency and satisfaction with majors.