A study on consumer awareness and purchase intention according to the usage of influencer content - Focusing on hair cosmetics -

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.