The Relationship between the Characteristics of YouTube Beauty Contents and Self-beauty Care Behavior of Women in Their 20s and 30s A Study on the Mediating Effect of Information Satisfaction

The purpose of this study is to determine the impact of YouTube beauty content characteristics perceived by women in their 20s and 30s on self-beauty management behavior and to analyze the mediating effect of information satisfaction in this process. For this purpose, responses from 300 people were collected over 14 days from March 12, 2024 to March 25, 2024 using a related questionnaire, and 281 responses were analyzed after reviewing suitability. As a result of the study, first, the characteristics of YouTube beauty content perceived by users were found to have a positive effect on information satisfaction. Second, the characteristics of YouTube beauty content perceived by users were found to have a positive (+) effect on self-beauty management behavior. Third, information satisfaction perceived by users was found to have a positive (+) effect on self-beauty management behavior. Fourth, information satisfaction evaluated by users was found to partially mediate the relationship between YouTube beauty content characteristics and self-beauty care behavior.