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This study aims to provide the results as useful basic data in establishing a marketing strategy for the hair beauty industry. By conducting a self-written questionnaire to 270 Instagram users in their teens to 40's or older to find out the effect of hair beauty content characteristic perceived by consumers on Instagram. The results of this study are as follows. First, the characteristics of hair beauty content appeared as intimacy, interest, and verity, and the behavioral intention was divided into purchase intention and recommendation intention. Second, as a result of examining the difference between the characteristics of hair beauty content and behavioral intention according to the general characteristics, there were differences in age and gender. Third, hair beauty content was found to have a significant positive effect on consumers’ behavioral intention. Therefore, when consumers empathize with hair beauty content and recognize intimacy, and when truthfulness of information is transmitted, consumers show positive reaction to purchase and recommendation intentions. Since this study is a quantitative study related to Instagram hair beauty content, in the future, if qualitative research such as interview which is related to this study is conducted, results more in-depth are expected.

A Study on the Relationship between Consumer Perception and Behavior Intention for Instagram Hair Beauty Contents