Proper

Abstract

The purpose of this study is to analyze and subdivide the personality characteristics of the main viewers of beauty channel in the independent media for the fusion research development of beauty video/media and cosmetics business. An MBTI personality analysis was made to for the sampling of 200 female viewers in their 20s to 40s residing in Seoul and Busan with independent beauty channel viewing experience, and SPSS WIN 21.0 was used to analyze the collected data. As a result, there was a behavior difference in their imitation and impulse buying by MBTI personality types. In particular, the feeling(F), perceiving(P), intuitive feeling(NF) types had high imitation and impulse buying behavior. In their impulse buying behavior, the imitation behavior had a statistically significant positive effect. This is significant in that a different direction for the viewers depending on their different personality types can be suggested to the cosmetics business marketing and beauty channel in the independent media.