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The characteristics of beauty YouTube content and the perception of personal color can act as important factors for women in modern society who value personal image. Therefore, this study investigated the effects of YouTube beauty content and personal color perception on makeup behavior of female college students in their 20s and analyzed the relationship between the accurate influence of YouTube beauty content and makeup behavior of women in their 20s according to personal color perception. As a result, first, it was found that reliability among the characteristics of YouTube beauty content affects functional and color-oriented among makeup behaviors, information affects functional and color-oriented behavior, color-oriented behavior, satisfaction efficacy behavior, and entertainment affects fashion-oriented behavior and satisfaction-oriented behavior. On the other hand, it was found that the interactivity of YouTube beauty content only affects fashion-oriented behavior. Second, among the sub-factors of personal color perception, direct perception affects fashion-oriented behavior, satisfaction-effective behavior, and color-oriented behavior among makeup behaviors, and color preference recognition affects function-oriented behavior and color-oriented behavior. And among the sub-factors of personal color perception, external advice was found to affect function-oriented and satisfaction-effective behavior.
Kim et al. (Sun,) studied this question.