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In this study, we confirmed how social comparison experiences of SNS users affect purchasing behavior and empirically analyzed the mediating effect of beauty interest. Based on domestic and international prior research, we reviewed theories on social comparison experience, beauty interest, and purchasing behavior, and derived a research model and hypothesis based on this. Through online survey data collection, 209 copies were finally analyzed. The results of this study showed that upward comparison of social comparison experiences of SNS users had a significant impact on beauty interest. Beauty interest was found to have a significant impact on purchasing behavior, and downward comparison of social comparison experience was found to have a significant impact on purchasing behavior. And in the verification of the mediation effect, interest in beauty was found to be partially mediated by SNS social comparison experience and purchasing behavior. The types and acceptance of information by consumers using SNS are different, especially the degree of acceptance based on social comparison., In order to secure a variety of consumers, we provide objective information and produce various contents through beauty-related SNS, promote communication and exchange with consumers, provide various types of information, and provide advertising and marketing that can attract the attention of consumers with different self-esteem. It has practical implications in that it is helpful in activities.
Lee et al. (Sun,) studied this question.