Effect of Beauty Like Commerce Characteristics on Consumer Happiness and Purchase Intention

Abstract

The spread of smart phones, people have been able to easily share information using social network services. Influencers, called one-person creators, have become involved in consumers' actual consumption and are increasing their influence in the beauty market. Like commerce, one of the trends of 2022, is a word that means the next generation distribution market where consumption begins through ‘Like’, proving the influence of influencers. Therefore, this study aims to find out the effect of beauty like commerce characteristics on consumer happiness and purchase intention, and to suggest effective marketing plans. For the empirical analysis, 300 copies of a self-administered questionnaire were used as the final analysis data for consumers in their 20s to 50s with experience in using beauty-related SNS, and SPSS ver. 25.0 statistical package program was used for analysis. As a result of the study, beauty like commerce characteristics had a significant effect on consumer happiness and purchase intention. There is also a significant correlation between consumer happiness and purchase intention, so if the latest and interesting content is produced and information is provided to consumers, it will elicit consumers’ ‘Like’ and give them a sense of happiness, increasing their purchase intention. A study that analyzes beauty like commerce, which emerged as a new trend in 2022, and connects the emotional attitude of consumers seeking happiness with consumption is theoretically significant in that it is the first study to attempt consumer happiness and purchase intention in beauty like commerce in an incomplete situation.