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This study examines the impact of SNS beauty influencer's evaluation attributes and their effect on word-of-mouth cosmetics purchases. In order to explore this, a survey was conducted on female consumers aged between 20 and 40. The data analysis, exploratory factor analyses, multiple regression analysis, and moderated regression analysis were all performed using SPSS 20.0. The results found the following: First, SNS beauty influencer's attributes were found to include professionalism, attractiveness, reliability, familiarity and similarity, whilst the cosmetic benefits sought were as followed: improvement of appearance, familiarity of brands, functionality, epidemicity, and value for money. Secondly, it was found that professionalism, attractiveness, reliability and similarity were among SNS beauty influencer’s attributes that produced positive effects on the word of mouth. Improvement of appearance, familiarity of brands, functionality, epidemicity, and value for money were among the factors that influenced customers to purchase cosmetics. Thirdly, the impact of SNS beauty influencer's attributes and the factors that influenced customers to purchase cosmetics were shown to differ according to the self-efficacy level of female consumers: in other words, it was found that female consumers with low self-efficacy were greater influenced to purchase female cosmetics via word of mouth than those with high self-efficacy. This study will therefore provide basic data on customer communication management strategies by suggesting methods though which to effectively utilize the word of mouth for cosmetics on SNS.