Research On Consumer Trust And Purchase Intention Of Online Medical Beauty Platform Under Information Asymmetry

In view of the fact that it is difficult for medical beauty consumers to trust offline medical beauty merchants under the influence of information asymmetry,an integrated model is proposed to explain the trust construction and transformation.The model is based on the negative trust offline of consumers and the active use of online resources under the background of information asymmetry.Therefore,this thesis discusses the trust of medical beauty consumers through two studies.The first study constructs a relationship model of the influence of information asymmetry in the medical beauty industry on consumers trust and willingness to use online medical beauty platforms from the theory of information source selection.The second study is based on the study of information system post-adoption beliefs and trust transfer theory,build consumers’ emotional factors in the online medical beauty platform(including social anxiety of appearance,perceived privacy risks)and perceived benefits factors(including information transparency,perceived ease of use,perceived usefulness)as independent variable before the trust of online medical beauty platform.Established a transfer mechanism from the trust of online medical beauty platform to the trust of medical beauty merchants,and introduce the information sensitivity as a moderating variable of the trust of online medical beauty platform and the trust of merchants.The results of study 1 shows that information asymmetry in the medical beauty industry negatively affects consumers’ trust in offline medical beauty businesses and positively affects consumers’ willingness to use online medical beauty platforms.The results of study 2 shows that perceived benefits factors(including information transparency,perceived ease of use,perceived usefulness)of using the online medical beauty platform have positive affects to the trust in medical beauty online platform.Perceived privacy risks has a negative impact on the online medical platform,while social appearance anxiety has a positive impact on the trust in online medical beauty platform.And consumers’ trust in online medical beauty platforms can drive their trust in medical beauty merchants and then influence their final purchase decisions.In addition,trust transfer is moderated by information sensitivity.Based on the research results,this thesis puts forward targeted suggestions for online medical beauty platform,medical beauty merchants and medical beauty consumers.