ScholarWorks@숙명여자대학교

초록

Recently, organizations including the distribution and beauty industries, are increasing collaboration with influencers to raise consumer attention and minimize advertising avoidance. It will be meaningful to find out what the motivations for the beauty channel users run by the YouTube influencers are and how they affect the product attitudes and purchasing intentions. This study examines what are motivations of using YouTube beauty channels as one-person media, and investigates how such using motivations have an influence on channel evaluations, willing to use channels, product attitudes, and purchasing intentions. In particular, we attempted to examine new motivations other than the information and entertainment motivations. By using an online survey of women in their 20s and 30s, we found the four motivations: hosts preference, ease of use, information, and entertainment. The findings showed that ease to use and informational motivations affected channels evaluations and willing to use. Informational motivation had an effect on variables about product attitudes and purchasing intentions. However, entertainment motivation was negatively related to purchasing intentions. Our findings may provide theoretical and practical implications for researchers, one-personal media creators, marketers, and platform providers.

키워드