A Study Influence of Beauty Youtube Content Characteristics and Personal Tendencies on Behavioral Intentions

The purpose of this study is to analyze how beauty Youtube content characteristics and personal tendencies influence behavioral intentions. For data analysis, JAMOVI 1.6.16 statistical program was used. To look into the sub factors characteristics, tendencies, intentions, exploratory factor analysis reliability were conducted. find influential relations between variables, Pearson’s correlation hierarchical regression As a result, informativeness, playfulness, as significantly influenced whereas sensation seeking need for cognition gave no significant on Therefore, important viewers’ effective acceptance information are stimulate users’ curiosity that meets their needs in content, put entertainment pleasure creators’ personalities so induce playfulness.