Research On The Influence Of Beauty Opinion Leaders On Consumers' Willingness To Buy

The advancement of society has prompted people to pay more and more attention to the satisfaction of spiritual life.They have a higher pursuit of the external image,so the demand for beauty products has also increased dramatically.Cosmetics industry has become the most discussed industry by users on social media.With the development of e-commerce,consumers are increasingly inclined to use the Internet to search for product information.Under this trend,many beauty key opinion leaders have become the main source of beauty information for many beauty consumers by virtue of the familiarity and professionalism of beauty products and the personal charm displayed on the Internet.The opinions expressed by the beauty opinion leaders have had a profound impact on consumers' attitudes and purchasing behavior.Nowadays,opinion leaders have become an important channel for the promotion of beauty brands.How beauty opinion leaders can improve their influence,not only to gain fan loyalty but also to achieve reasonable profitability is still a topic to be explored.In this context,this article cuts in from the perspective of beauty communicators,and studies what factors in the process of recommending merchandise opinion leaders will influence consumers' willingness to purchase.This paper sorts out relevant literatures such as opinion leaders,consumer trust,perceived value,and purchase intention,then draws on the theoretical foundations of consumer behavior,communication,marketing,and combines the characteristics and development trends of the beauty field to construct the model of beauty opinion leaders influence consumers' willingness to buy.The model takes the two dimensions,the feature of the beauty opinion leader and the feature of the content as the influencing factors.The characteristics of opinion leaders include professionalism,popularity,product involvement,interactivity,and homogeneity.The characteristics of the published content include content quality and timeliness.Using trust and perceived functional value and perceived social value as mediators to explore the influence of opinion leaders and their published content on consumers' purchasing intentions,and then propose research hypotheses.After that,this papercollects sample data through online questionnaire survey,uses SPSS25.0 software to analyze data of effective data,and uses methods such as reliability analysis,exploratory factor analysis and descriptive statistical analysis,regression analysis and intermediary test to verify the model and research hypothesis.The results of the study show that the popularity and homogeneity of opinion leaders and the quality of the published content have a significant positive impact on consumers' willingness to purchase.Trust,perceived functional value and perceived social value play different mediating roles when beauty opinion leaders influence consumers.Among them,trust has a full intermediary effect on popularity and content quality,and partial mediation on homogeneity.Perceived functional value has a full mediation of popularity,content quality,and homogeneity.Perceived social value has a complete mediating effect on homogeneity.Finally,based on the research results,this paper puts forward relevant opinions and suggestions on beauty opinion leaders and beauty consumers,beauty brands and social business platforms.