earticle

영어

This study aimed to investigate consumer perceptions and purchase intentions based on the use of influencer content by identifying the purchase status of cosmetics for hair by using SPSS 26.0 statistical program. Frequency analysis was conducted for the characteristics of the research subjects, exploratory factor analysis was conducted for validity, and Cronbach's ɑ value was checked to verify reliability. The research methods included t-test, ANOVA, Pearson correlation analysis, and multiple regression analysis. The results of the study showed that, first, among the sub-factors of influencer content usage, there were significant differences in consumer perceptions in all factors except the content information path factor (average number of SNS uses per day, number of videos watched per week, viewing time per video, type of content trusted, experience in viewing hair cosmetics content, experience in purchasing hair cosmetics, and purchased hair cosmetics). Second, among the sub-factors, there were significant differences in intention to purchase hair cosmetics according to average number of SNS uses per day, viewing time per video, and experience in viewing hair cosmetics content. Third, among the sub-factors of consumer perception, convenience and attractiveness, except for professionalism and authenticity, do not have a significant effect on purchase intention of hair cosmetics.

중국어

本研究旨在于通过调查消费者对头部化妆品的购买情况，了解网红内容使用情况，观察消费者的认识及购买意向。本研究数据采用SPSS 26.0统计程序进行了分析，针对调查对象的特征进行了频率分析，针对效度进行了探索性因素分析，为验证其信度确认了Cronbach′s ɑ值。研究方法包括t检验、ANOVA、Pearson相关分析和多元回归分析。研究结果为如下：第一、在网红内容使用实态的下位因素中，除了内容信息渠道因素之外，所有因素（平均每天使用SNS次数、视频一周观看次数、每次视频观看时间、信赖的内容类型、头部化妆品内容观看经验、头部化妆品购买经验、购买头部化妆品）在消费者认识上存在显著差异。 第二、在下位因素中，根据每天平均使用SNS的次数、每次观看视频的时间、观看头部化妆品内容的经验，购买头部化妆品的意向存在显著差异。第三、消费者认识下位因素中，除了专业性和真实性之外，便利性、魅力性对购买头部化妆品的意图没有显著影响。