A Study Influence of Beauty Youtube Content Characteristics and Personal Tendencies on Behavioral Intentions

Abstract

The purpose of this study is to analyze how beauty Youtube content characteristics and personal tendencies influence behavioral intentions. For data analysis, JAMOVI 1.6.16 statistical program was used. To look into the sub factors of beauty Youtube content characteristics, personal tendencies, and behavioral intentions, exploratory factor analysis and reliability analysis were conducted. To find influential relations between variables, Pearson’s correlation analysis and hierarchical regression analysis were conducted. As a result, informativeness, playfulness, and reliability as sub factors of beauty Youtube content characteristics significantly influenced behavioral intentions, whereas sensation seeking and need for cognition as sub factors of personal tendencies gave no significant influence on behavioral intentions. Therefore, the important factors for viewers’ effective acceptance of information are to stimulate users’ curiosity that meets their needs in content, and to put entertainment factors for pleasure and creators’ personalities in content so as to induce users’ playfulness.