The purpose of this study is to identify the mediating effects of consumer attitudes on the relationship between SNS characteristics and the relationship between purchasing intention and word of mouth intention of beauty products and to confirm the mediating effect of consumer attitude. For this purpose, a questionnaire survey was conducted among 20 male and female college students most active in SNS activities, and a total of 348 were used for final analysis. The study results found the following: First, the SNS characteristics perceived by the users using the SNS service have a significant effect on the behavioral intentions. Second, it was confirmed that consumer attitude has partial mediating effect and complete mediating effect on the relationship between behavior intention according to SNS characteristics. This result shows that SNS characteristics perceived by customers using SNS service can act as a causal variable of consumer attitude. In addition, it is confirmed that consumers attitudes of SNS service users can affect purchasing intention and word of mouth intention. Based on this research, it is expected that it will play a role of establishing a new marketing strategy in the beauty industry field and providing the foundation for utilizing SNS as a means of attracting and managing potential customers.