SNS 콘텐츠 품질속성이 시청자의 긍정적 구전의도와 재시청 의도에 미치는 영향

Abstract

In this study, we tried to analyze the effect of beauty-related SNS content quality attributes on audiences' positive word-of-mouth intentions and re-viewing intentions. Through this, it was intended to present not only cultural convergence implications related to domestic SNS content but also the direction of improving the quality of domestic beauty cultural content represented by K-beauty. In this study, research analysis using SPSS 26.0 based on data collected through 247 adults in Korea. Result as follows. First, there was a difference in the level of re-viewing intention and positive word-of-mouth intention depending on the gender of the study subjects and the viewing time of SNS beauty content per week. Second, among the quality attributes of SNS content, diversity had the strongest positive effect on the study subjects' intention to re-viewing. Finally, among the quality attributes of SNS content, differentiation had the strongest positive effect on the positive word-of-mouth intention of the study subjects. Based on the above results, the development direction for beauty-related SNS content was presented.