Research On The Trust Relationship Between Beauty Bloggers And Consumers

In recent years,the web celebrity economy has gradually emerged,and its economic value and social effect are very huge.The marketing strategy of enterprises is also changing from the previous celebrity effect to the web celebrity economy.The role of beauty makeup and fashion bloggers is particularly prominent.At the same time,the rapid development of beauty makeup bloggers cannot be separated from the establishment of electronic network platform.Due to the virtual nature of the network,when consumers participate in the selection and purchase of goods through the network platform,they often need to take trust as the basis.Once trust is established,economic activities are generated.The issue of consumer trust has always been one of the important contents in the study of consumer behavior,and has long been valued by scholars in the fields of management and marketing.According to relevant literatures collected and sorted,previous researches on network trust mainly focus on e-commerce,the establishment of electronic platforms and other fields,but little research has been done on micro blog anchors.This study selected active in weibo,WeChat and each big live platform beauty makeup the blogger as the research object,combined with the related literature and marketing model of beauty makeup blogger in-depth analysis,from the beauty makeup service providers,beauty makeup blogger and consumer three aspects obtains,to the United States makeup of bloggers and consumers trust factors one by one analysis and put forward the model assumption,thus to build the beauty makeup blogger and consumer trust research model.After constructing the model,this paper makes an empirical study.Likert5(likert 5)scaling design questionnaires,276 questionnaires were issued,eliminate invalid 24 questionnaires,a total of recycling effective questionnaire 252,after the questionnaire data collected by using SPSS statistical analysis software for data analysis of demographic characteristics,variables,descriptive analysis,reliability and validity analysis,and then by AMOS 22.0 build structural equation model for hypothesis testing.The research results show that beauty makeup product quality and service,beauty makeup blogger attention,personal image,personal expertise and interactive communication has positive influence on consumer trust and perception and consumer trust perception for beauty makeup blogger capacity trust and goodwill trust also had asignificant impact,in addition,beauty makeup service credit consumer trust and perception between the hypothesis.Then the variance analysis showed that consumers' age,education level,information browsing time per day and purchase frequency per year had significant differences in the evaluation of some variables.Finally,based on the above results and case analysis,this paper puts forward relevant countermeasures and Suggestions from the perspectives of beauty makeup service providers,beauty makeup bloggers and consumers,so as to provide a reference for the formation of a good trust environment for the online marketing of beauty makeup industry in China.