As the penetration of smartphones in societies increases, there is a significant growth in the use of social network systems (SNS), especially among female college students. Female students show considerable interest in their physical appearance, and they are potential customers of the cosmetic industry. Hence, This research surveyed 395 female college stud-ents to determine the relationship between the usage of beauty information on SNS, motiv-ation for their appearance management, and make-up behavior. As a research method, a survey using a questionnaire was used. Statistical analysis was performed using SPSS 25.0 statistic program, with Frequency Analysis, Reliability Analysis, Factor Analysis, Analysis of Variance, Correlation Analysis, Multiple regression Analysis. The results of this study were as follows. First, the information usefulness factor and information diffusion factor among usage characteristics of beauty information on SNS had significant trend acceptance and expressions of sexual attractiveness among appearance management motivations. Second, the information usefulness factor and information diffusion factor had a significant correlation with makeup trend acceptance, conformity, and expression among makeup behavior factors, and the info-rmation diffusion factor and information sharing factor had a significant impact on ostent-atiousness. Also, the information diffusion factor had a significant effect on subjectivity. Third, trend acceptance and expression on sexual attractiveness had a significant relationship with makeup trend acceptance and subjectivity among makeup behavior factors. Trend accep-tance, appearance self-development, and the expression of sexual attractiveness were significant influence factors on conformity. As a result of this study, when beauty information on SNS is useful, the motivation of appearance management increases. Further, it impacts makeup behaviors. Therefore, to meet the needs of the female college student, the development of diverse, useful beauty information contents on SNS is essential. Increasing the motivation of appearance management and make-up behavior can lead to an increase in revenue growth of cosmetics companies.
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Lee et al. (2020) studied this question.