The Effect of Beauty Influencer Characteristics and Trust on Sharing Intention: Focusing on the Mediating Effect of Satisfaction

Abstract

As the influence of beauty influencers increases, the influencer cosmetics market is also growing rapidly. As marketing using beauty influencers becomes more active, competition among companies is intensifying, and marketing expenses paid by companies to influencers are also rapidly increasing. As the influencer cosmetics market is entering its maturity stage, it is necessary to closely analyze the characteristics and direction of change of the market to establish a response strategy. Therefore, this study analyzed the effect of beauty influencer characteristics and reliability on sharing intention and the mediating effect of satisfaction. A survey was conducted on 236 20s and 30s women, and hypotheses were verified through the SPSS Process Macro. As a result, except for the attractiveness it was confirmed that satisfaction had a partial mediating effect in the relationship between intimacy, sincerity, professionalism, and reliability with sharing intention. These results suggest that content production emphasizing intimacy, sincerity, and professionalism is necessary for consumers' voluntary participation and diffusion in the marketing strategy of companies using beauty influencers. And it shows that we should focus on the quality of the product itself that consumers can be satisfied. This study has academic significance in that it specifically analyzed the mediating effect of satisfaction, unlike previous studies on beauty influencers, which mainly analyzed the relationship between beauty influencer characteristics and reliability, purchase intention and sharing intention.