Research On The Internet Marketing Strategy Of High-end Cosmetics Based On Consumers' Purchase Intention

With the rapid growth of e-commerce,the scale of online shopping in China is expanding year by year.More and more enterprises are turning from traditional marketing to online marketing.But online shopping is faced with varial problems of product quality,online service and privacy.These barriers affect consumers'perception and purchase intention.In addition,the high-end cosmetics market is almost entirely occupied by foreign brands.In order to enter the high-end cosmetics market with the Internet as a breakthrough,domestic cosmetics brands need to understand consumers'need,identify the influencing factors of purchasing intention,and formulate online marketing strategies correctly.Therefore,this study is to explore the key factors which affect consumers' purchase intention in the process of purchasing high-end cosmetics online.Through quantitative analysis on these factors,we can find out the extent of their influence on consumers' purchase intention,so as to put forward specific suggestions for online markeing and enhance the competitiveness of the enterprise.This study conducted the market research through literature review,questionnaire survey and carried on empirical research to the data.Using factor analysis,correlation analysis and regression analysis,this paper studied the impact of perceived value,which includes perceived benefits,perceived risk and purchase cost,on consumers' purchase intention and drew the following conclusions:in the process of buying high-end cosmetics online,perceived benefits,purchase cost and their dimensions will not only directly affect purchase intention,but also affect purchase intention indirectly through customer satisfaction;compared with the purchase cost,consumers pay more attention to perceived benefits;in terms of perceived benefits,the benefits related to the product are more important,including product quality,product function,emotional function and so on;in terms of cost,consumers attach more importance to the cost related to the time and energy,rather than monetary cost,which means consumers are not so sensitive to price and marketing strategy should consider to provide convenience;unlike the previous findings,this study found that perceived risk had no significant impact on both consumer satisfaction and purchase intention,of which the reason might be the online shopping experience and the standardization of e-commerce market.This study made suggestions on online marketing strategies to enhance consumer satisfaction and purchase intention.Firstly,the enterprises nedd to pay attention to the perceived benefits brought by the emotional value of high-end cosmetics and strengthen brand strategy;secondly,provide consumers with rich product information,promote service value,strengthen interaction with consumers and enhance customer satisfaction;moreover,improve perceived benefits that related to the product in order to meet customers' new needs with high quality and personalized products;lastly,establish reasonable product prices to stimulate consumption through promotion.The conclusions of this study provide useful suggestion for high-end cosmetics market to formulate online marketing strategies,and also provide some reference for domestic brand to enter high-end segment market,which have important realistic meaning.