Research on Beauty Opinion Leaders' Purchase Intention to Consumers based on TAM Model

Ziyin Song

《Frontiers in Economics and Management》 2卷7期 (2021/07) Pp. 222-227

https://doi.org/10.6981/FEM.202107_2(7).0032

摘要

Nowadays, opinion leaders have become an important channel for the publicity and promotion of beauty cosmetics brands. How to enhance the influence of beauty opinion leaders, not only to gain the loyalty of fans but also to achieve reasonable profits is still a topic to be discussed. In this context, this paper, from the perspective of beauty communicators, studies the factors that influence consumers' purchasing intentions in the process of recommending products by beauty opinion leaders. In this paper, the literature related to opinion leaders, consumer trust, perceived value and purchase intention is reviewed, and the theoretical basis of consumer behavior, communication and marketing is referred to. In combination with the characteristics and development trend of beauty industry, the model of how beauty opinion leaders influence consumers' purchase intention is constructed. Based on previous research results, this paper puts forward relevant opinions and suggestions for beauty opinion leaders, beauty consumers, beauty brands and social business platforms.

關鍵字

Opinion Leader ； TAM ； Purchase Intention ； Beauty Makeup ； Product Timeliness

參考文獻

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