Influence of Personal Skincare Brand Characteristics via SNSs on Purchasing Behavior and Selection Behavior in Skincare: Focusing on Like-commerce Consumer

Purpose: This study aims to provide insights into effective marketing strategies and the growth of skincare clinics. It examines how the personal brand characteristics of skincare professionals on social networking sites (SNS) affect consumers’ purchasing and selection behaviors in like-commerce. Methods: A survey was conducted among male and female like-commerce users in the Seoul metropolitan area between February 28 and March 20, 2022. The data were analyzed using SPSS WIN 25.0 through frequency analysis, t-tests, one-way analysis of variance (ANOVA), and multiple regression analysis. Results: Brand image, consumer psychology, influencer credibility, information usefulness, and content diversity were found to have statistically significant positive effects on consumers’ skincare purchasing behavior on SNSs. Moreover, consumer psychology, information usefulness, and content diversity significantly influenced consumers’ selection of skincare centers through SNSs. Furthermore, influencer credibility and content diversity were shown to have statistically significant positive effects on satisfaction after visiting a skincare center discovered through SNSs. Conclusion: These findings suggest that, strengthening the image of a personal skincare brand on social media, providing useful information, and offering diverse trend-leading content may enhance consumers’ purchasing behavior while also improving consumer perception and post-visit satisfaction.