The Effect of SNS Marketing Characteristics on Appearance Management Behavior and Purchase Satisfaction of MZ Generation

Abstract

This study analyzes the impact of the SNS marketing characteristics of the MZ generation on perceived usefulness, appearance management behavior, and purchase satisfaction, and further analyzes the mediating effect of perceived usefulness. The conclusions drawn through a series of research procedures are as follows. First, SNS marketing characteristics were found to have a statistically significant positive (+) effect on the perceived usefulness, appearance management behavior, and purchase satisfaction of the MZ generation. The MZ generation's perceived usefulness of SNS was found to have a statistically significant positive (+) effect on purchase satisfaction. Third, Third, in the effect of SNS marketing characteristics on purchase satisfaction of the MZ generation, perceived usefulness was found to have a statistically significant partial mediating effect.