Analysis Of The Influence Of Web Celebrity On The Purchase Of Make-up Products For The Post-90s Women

With the rapid development of mobile communication technology,media as a new media has enriched the life style of the public.By virtue of this Dongfeng,it is born with the Dongfeng,and relies on its own beauty and talent to display self through the media platform,and set up the image of fashion and product experts.As young people pay more and more attention to their image,90 women become the main force of cosmetic products consumption.They show great curiosity for make-up knowledge,and also need the beauty of makeup and net red.In fact,the beauty and makeup red people,through the instant interaction with the fans,collect consumer opinions,rely on their keen fashion sense to participate in the design,establish their own unique cosmetics products,enter the electric business community,to form a unique "net red economy".Therefore,this article focuses on how the beauty makeup net red affects the inner mechanism of post-90s women buying makeup products,and supplements the self media marketing theory.Besides,the success of the beauty business is not only based on the high face value,but the supply chain management behind it has a strong guiding significance for the marketing of cosmetics companies.Through reading a large number of domestic and foreign literature,based on the theories of communication and consumer behavior economics,the literature research on net red and social media is summarized,and in-depth case interviews are adopted to put forward theoretical models and hypotheses.In the construction of the model,the four characteristics are the antecedent variables,the perceived value and the trust as the intermediary variables,the purchase intention is the result variable,the model construction and the questionnaire survey are designed and distributed.This questionnaire is a combination of online and offline,an effective questionnaire 263,data collected by the use of statistical software SPSS22.0 data processing,using AMOS24.0 and PRODCLIN2 to verify the proposed structural equation model and hypothesis.Finally,the conclusion is analyzed,and the marketing suggestion is put forward based on the red supply chain.Through analysis,we find that the interaction,recommendation and professionalism of the beauty net red group have a significant positive correlation with the willingness of the post-90s female consumers to buy make-up products.Perceived value and trust play an intermediary role in the interaction,professionalism and willingness of post-90s women to purchase cosmetics products.Perceived value plays a mediating role between beauty recommendation and recommendation.