Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics

The main purpose of this study is to examine the effects of instagram characteristics (informativeness, playfulness, reliability) on the purchase intention of cosmetics. And it is confirmed whether there are mediating effects of heuristics and reviews between characteristics of instagram and purchase intention of cosmetics. For the purpose of this study's goal, the 500 samples were collected from entrust survey in Seoul and metropolitan area. The analytical method of this study conducted frequency analysis, descriptive statistics, reliability and correlation analysis, using SPSS WIN 23.0 program, as well as confirmatory factor analysis, path analysis, multi-parametric model analysis, using AMOS 21.0 program. The results of this study are as follows. First, the results revealed that instagram characteristics (informativeness) influence positively purchase intention of cosmetics, and instagram characteristics (playfulness, reliability) influence reviews, heuristics influence positively purchase intention of cosmetics. Second, the perfect mediating effect of heuristics and reviews was found in the process where instagram characteristics (playfulness, reliability) exercise an influence on purchase intention of cosmetics. In conclusion, the results of this study are expected to provide basic data for cosmetics companies to grow and develop further by establishing effective marketing strategies in the future.