Mediating Effect of the Involvement with Beauty Content in the Relationship Between the Characteristics of YouTube Beauty Content That Uses AI and the Intention to Purchase Cosmetics: Comparison Between Men and Women from 20 to 40 Years Old

Purpose: This study aims to analyze the relationship between the characteristics of YouTube beauty content and the intention to purchase cosmetics for men and women from 20 to 40 years old. In particular, it aims to present how to utilize YouTube beauty content by gender by analyzing the mediating effect of beauty content involvement centered on male-female comparisons and studying how to use big data in popular videos. Method: This study was conducted in 17 cities and provinces nationwide with 201 men and 201 women from 20 to 40 years old using SPSS 25.0 as an empirical analysis method for 402 copies of the online questionnaire. In order to verify the mediating effect, it was re-verified through regression analysis and Sobel-test according to the mediated effect verification procedure proposed by Baron & Kenny(1986). Results: In Question 1, the characteristics of YouTube beauty contents show a significant positive(+) effect on the purchase intention of cosmetics; in Question 2, the characteristics of YouTube beauty content were found to have a significant positive influence on beauty content; while in Question 3, the path that influenced the purchase intention of cosmetics by mediating the degree of involvement in beauty contents was revealed in part; and finally, in Question 4, gender differences were revealed. Conclusion: It was found that the characteristics of YouTube beauty content and the degree of involvement have a positive effect on the consumer s intention to purchase cosmetics, and there are gender differences. In particular, entertainment and information had the greatest influence on YouTube beauty content characteristics and beauty content involvement. Therefore, to use YouTube as a marketing method in the future, it will be necessary to target male and female YouTube beauty content viewers based on big data and create beauty content that provides both interest and information at the same time.