Abstract
The purpose of this study is to verify the effects of SNS beauty content information on the makeup behavior and makeup product purchases of women in their 20s and 30s through empirical research, and to conduct a comprehensive study on the effects of SNS beauty content information on beauty in various ways. The intent was to provide basic data. As for the research method, a Google online questionnaire was employed and distributed to women in their 20s and 30s who consume SNS beauty content. SPSS 25.0 was used to conduct exploratory factor analysis and to verify the validity of the measurement tool; and Cronbach's α coefficient was calculated for reliability verification. Descriptive statistical analysis, correlation analysis, and regression analysis were performed. The results of the analysis are as follows. First, it can be seen that SNS beauty content information affects the makeup behavior of women in their 20s and 30s. Second, it can be seen that SNS beauty content and information affects makeup behavior and makeup product purchases of women in their 20s and 30s. Third, it can be seen that the makeup behavior of women in their 20s and 30s affects the purchase of makeup products.
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