The Effect of Content Trust on Beauty Product Purchasing Behavior among Women in Their 20s and 30s

This study aims to analyze the impact of SNS content trust on the beauty product purchasing tendencies of women in their 20s and 30s, and to identify the role and significance of content trust in the digital media environment. To this end, a survey was conducted among women in their 20s and 30s who have experience viewing beauty-related SNS content and purchasing products. The data were verified using SPSS 27.0 through frequency, factor, reliability, and multiple regression analyses. The research results are as follows. First, 55.1% of respondents primarily used Instagram, while 31.9% used YouTube; furthermore, 77% spent an average of 100,000 KRW or less per month on beauty products, the highest proportion. Second, SNS content trust factors were classified into cognitive and affective trust, while beauty product purchasing tendencies were categorized into hedonic-seeking and conspicuous-seeking factors. Third, the analysis revealed that both cognitive and affective trust had a significant positive effect on hedonic-seeking tendencies. Fourth, regarding conspicuous-seeking tendencies, only cognitive trust exerted a significant positive effect, whereas affective trust had no statistically significant impact. The findings of this study suggest that women consumers in their 20s and 30s place high trust in content that presents authentic usage experiences and detailed information, which in turn positively influences their purchase decision-making process. By establishing SNS content trust as a key variable in consumer purchasing tendencies, this study expands research on consumer behavior in the digital consumption environment. It is expected to serve as foundational data to emphasize the importance of trust-based content in the beauty industry and to inform the formulation of marketing strategies.