The Effect of Adult Women s Lifestyle on the Use of the Beauty Information on Social Media and Skin Care Related Purchase Motivation for the Skin Health Protection

Abstract

Purpose: Personal hygiene become important due to the Covid-19 outbreak after 2019. An interest in skin health care has received attention to protect facial skin from wearing a protective mask on every day basis. This study has researched on an effect of lifestyle of female adult on searching beauty information through social network service (social media) and motivation to invest on skincare service. Method: Survey method was used to gather information from 20s~50s of female. The survey consists of life-style, a usage of beauty information through social media, the motivation to purchase skincare service, and de-mographic variables. To characterize subjects, percentage, average, and frequency were calculated. Pearson Corre-lation has been applied to analyze the relationship between lifestyle, the usage of beauty information through social media and the motivation to purchase skincare service. Multiple regression analysis was performed to find cause-and-effect relationship. Results: First, achievement seeking types and trend seeking types were outcomes as lifestyle. Information spread, sharing latest information, a use of information was obtained as a result of use of beauty information through social media. Aims of purchase of skincare were for relaxing, improving skin condition, and external stimulation based on this study. Second, among the lifestyles, achievement seeking types were found to use the latest variety of social media beauty information for purpose of rests, and trend seeking types were found to be active in using various skin care related purchase motivations and social media beauty information. Conclusion: These studies confirmed that depending on types of lifestyles, an influence of use of beauty infor-mation on social media is different on skin care related purchase motivation. This study can be a baseline for marketing in the skin care industry by identifying lifestyle characteristics and use of beauty information on social media characteristics.