earticle

영어

In order to examine the differences in behavioral intention between demographic characteristics and nature of beauty contents on YouTube. For this, a questionnaire survey was performed against teenage girls or older women. The collected data were analyzed, using JAMOVI 1.6.16. For analysis of the nature of beauty-related YouTube contents, factor analysis and reliability analysis were conducted. In addition, ANOVA was implemented to examine differences in behavioral intention by demographic characteristics, and the results found the followings: In terms of behavioral intention by age and occupation, ‘10s’ and ‘student’ were the highest. As income increased, behavioral intention was higher. However, no difference was found in educational background and marital status. The above results are anticipated because teens are highly interested in their appearance and use a mobile phone very often. Such behavioral intention was also the highest in terms of income because they tend to buy what they want.

중국어

本文旨在了解人口统计学特征与YouTube美妆内容特征的行为意图差异，本研究以10岁以上女性为研究对象进行了问卷调查，问卷使用JAMOVI1.6.16进行了分析汇总。另外，针对YouTube美妆内容特征，进行了探索性因子分析与信度分析；为考察人口统计学特征所导致的行为意图差异，实施方差分析(ANOVA)。研究结果为如下：第一、行为意图差异最高的年龄段为10-19岁，学生的行为意图差异最高；第二、收入越高，行为意图差异越高；第三、学历与婚姻状况不会对行为意图差异产生影响。相对于其他年龄群体，10多岁青少年更重视自己的相貌，手机使用率也较高，在收入方面，也较容易购买自己想用的产品，行动意图最高，因此，上述结果在意料之中。