earticle

영어

This study attempted to investigate correlations between brand personality, brand emotion, and communication effects perceived by users toward beauty creators. For this, a questionnaire was performed among 850 users who watched videos from beauty creators from May 1 to August 31, 2019. A total of 699 responses were used for final analysis, and the results found the following: first, brand personality had a positive influence on brand emotion (β=.379, p<0.001) and communication effects (β=.424, p<0.001). When considering brand personality and communication effects, brand emotion revealed a direct and positive influence. Therefore, a positive emotion toward the beauty creator generates high cognition and interest in their videos and establishes product trust, which in turn evolves into loyal customers, exceeding purchase behavior and word-of-mouth effects. Therefore, if beauty creators keep developing high-quality content while preparing diverse plans which can increase domestic and foreign access, such contents can be useful in preparing strategic elements in the domestic beauty industry by bringing about a revitalization of K-beauty. It appears that this data could be used in planning business management strategies, such as differentiation and competitiveness improvements.

중국어

本文研究目的在于明确用户所了解的美容博主的品牌个性、品牌情感和沟通效果之间的关系。在2019年5月 1日至8月31日期间，以观看视频的850名用户为对象实施了问卷调查，其中51份为无法用作样本的问卷，因此 把剩下的799分问卷用作最终分析材料。经分析，研究结果如下。品牌个性对品牌情感(β=.379, p<0.001)和沟 通效果产生了积极的影响，而品牌情感在品牌个性和沟通效果之间产生直接而积极的影响。由此可以得出的 结论是对美容博主肯定的情感会引发对视频较高的认同感和兴趣，从而对所介绍的产品感兴趣并产生信任。 用户的这种心理变化不仅能够转化为购买行为，而且还能产生口碑效益，使用户称为博主的忠实顾客。因 此，如果美容博主能够持续开发富有个性的优质内容，并积极探索可提高国内外用户覆盖面的方法，那么不 仅能够拉动国内美容产业发展，而且还能掀起一股全新的韩国美容热潮，为国内美容产业战略性部署提供重 要参考，同时企业在培养差异化竞争力等制定经营战略时可用作基础性资料。