The Impact of TikTok K-beauty Video Characteristics on Beauty Management Behavior and Cosmetics Purchase Intention

Abstract

With the rise of mobile devices, video content has emerged as a crucial tool for information acquisition and communication for both businesses and consumers. Specifically, K-beauty videos on the TikTok platform have introduced a novel shopping experience and altered consumer culture. The goal is to encourage the production of more effective K-beauty short video content, which could serve as fundamental data for beauty-related companies targeting the Chinese market through social networking services (SNS). This study collected and analyzed 420 valid questionnaires from Chinese viewers who have watched TikTok K-beauty videos, employing SPSS 26.0 for analysis. SPSS 26.0 was employed for frequency analysis, exploratory factor analysis, and reliability testing. T-tests and ANOVA identified demographic differences, while regression analysis evaluated the effects of video characteristics on beauty management behavior and cosmetics purchase intention. The findings indicate that among the three dimensions of K-beauty video content—interest, convenience, and interaction—interest and interaction significantly correlate with users' hair care behavior, whereas convenience does not. However, all three factors significantly influence makeup management behavior. The impact of K-beauty video characteristics on cosmetic purchase intentions ranks in the order of interest, interaction, and convenience. The interaction between social media platforms like TikTok and consumers facilitates communication between audiences and content creators, encourages audience participation, and positively affects users' beauty management behavior.