SNS 뷰티 정보가 색조화장품 구매의도 및 구매만족도에 미치는 영향 : 20대 중국 여성을 대상으로 = SNS Beauty Information Influences the Intention to Purchase and the Associated Satisfaction With Color Cosmetics : A Survey of 313 Chinese Women in Their 20s

다국어 초록 (Multilingual Abstract)

Our study empirically analyzed Chinese women in their 20s for the impact of social networking services beauty information on the intention to purchase and the satisfaction of purchasing color cosmetics. Based on a survey of 313 participants who used social networking services for cosmetic information and purchased color cosmetics, the findings revealed the following: (1) social networking services beauty information significantly and positively affects the intention to purchase; (2) the intention to purchase significantly influences the satisfaction of the purchase; and (3) social networking services beauty information also directly impacts the satisfaction of the purchase. These results indicate that social networking services content plays a pivotal role not only to influence consumer decisions but also to shape post-purchase evaluations. Hence, the results of our study suggest that beauty brands should utilize reliable information, authentic user reviews, and professional evaluations on social networking services platforms to enhance the trust and engagement of consumers. Our study provides practical suggestions for effective digital marketing strategies in the beauty industry, especially in the context of social networking services-driven consumer behavior.