This study attempted to investigate the influence of cosmetology videos on cosmetics purchase intention and behavior among young women in their 20s, and the results found the following: The rise of interest in cosmetology videos had a positive effect on cosmetics purchase intention and behavior, and the influence was higher as the respondents were younger/more educated and their cosmetics purchase interval became faster. Compared to other women, women in their 20s revealed high cosmetics purchase intentions in pursuit of brand, price consideration, purchase sustainability, and change of pace. Young women tend to reveal their manners and express values through makeup. In general, they love functional cosmetics. In addition, they prefer low-price brands to renowned brands. According to the analysis of correlations between variables, a positive influence was found in the following with statistical significance: interest in cosmetology videos and cosmetics purchase intention, interest in cosmetology videos and cosmetics purchase behavior, cosmetics purchase intention and cosmetics purchase behavior.
This study attempted to examine the possibility of the fourth industrial revolution technology-based Makeup education by developing and applying academic courses which converged the fourth industrial revolution technology with Makeup. According to analysis of changes in i) people’s view of the fourth industrial revolution technology before and after its introduction, ii) such technology-based experience factors before and after their adoption and iii) perception of the fourth industrial revolution technology Makeup courses before and after their application, they all have improved. In addition, the awareness of the fourth industrial revolution technologies revealed statistical significance in terms of engagement, education, cognition and interest. Regarding the influence of the fourth industry revolution technology experience factors on the perception of the application of the fourth industry revolution technology to Makeup courses, a positive effect was found in terms of education and interest. It appears that the perception of the fourth industry revolution technology and its application to academic courses after developing and applying such technology-based Makeup courses has improved because of expectations on the fourth industry revolution technologies. It is anticipated that if academic courses are developed in consideration of the fourth industrial revolution technology experience factors, they would have a positive influence on overall cosmetology education in addition to Makeup courses.
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