The Effect of SNS Beauty Information Quality on Satisfaction and Behavioral Intention

Abstract

The purpose of this study is to provide basic data to understand SNS satisfaction and behavioral intentions by applying SNS beauty information quality and to seek SNS marketing strategies that can attract consumer satisfaction based on this. For the empirical survey according to the purpose of this study, a survey was conducted on adults using SNS, and the final 273 copies were used as the final analysis data. The collected data were analyzed through SPSS 22.0, and the collected data were subjected to frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. As a result of the study, it was found that SNS beauty information quality affects satisfaction and behavioral intention, and specifically, information provision, usefulness, reliability, and up-to-date should be noted, and consumers are expected to have a positive effect when trendy and reliable information is useful to consumers. These findings are expected to help attract efficient customers to revitalize the beauty industry by providing important information to understand the behavior of recent SNS consumers, and in subsequent studies, various factors of SNS beauty information quality that affect the satisfaction and behavioral intentions of diversified SNS users are expected to be conducted.