The Effects of SNS Beauty Content Attributes on New Consumption Behavior among Generation Z : The Mediating Roles of Consumer Empathy and Immersion

This study aims to examine the relationship between SNS beauty content attributes and new consumption behaviors among Generation Z female consumers, and to verify the mediating effects of consumer empathy and immersion. The study targeted Generation Z women residing in the metropolitan area who have experience viewing SNS beauty content and have purchased beauty products within the past year. A total of 575 survey responses collected through an online questionnaire were used for the final analysis. Data were analyzed using SPSS 29.0, including factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and mediation analysis. The findings are as follows. First, among SNS beauty content attributes, information reliability had a significant effect on all dimensions of consumer empathy, while information quality and provider expertise showed partial effects on empathy formation. Regarding immersion, information reliability and provider expertise were identified as key influencing factors. Second, consumer empathy had a significant effect on immersion and served as an important explanatory variable for overall new consumption behaviors. Immersion also demonstrated significant relationships with selected new consumption behaviors. Third, although the direct effects of SNS content attributes on new consumption behaviors were limited, mediation analysis revealed that consumer empathy significantly mediated the relationship between SNS content attributes and new consumption behaviors. Additionally, the sequential mediating effect of consumer empathy and immersion was found to be statistically significant. These results indicate that SNS content attributes influence consumption behaviors indirectly through emotional and psychological processes rather than through direct effects. This study confirms that SNS beauty content significantly influences the development of empathy and immersion among Generation Z female consumers, and that these psychological factors represent important pathways for understanding new consumption behaviors.