A study on the effects of cosmetic purchase behavior, consumption tendency, and appearance interest on recommendation intention in SNS cosmetic advertisements : Focusing on the moderating effect of model attractiveness

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.