| Issue |
SHS Web Conf.
Volume 196, 2024
2024 International Conference on Economic Development and Management Applications (EDMA2024)
|
|
|---|---|---|
| Article Number | 01005 | |
| Number of page(s) | 4 | |
| Section | Economy Development and Comsuption | |
| DOI | https://doi.org/10.1051/shsconf/202419601005 | |
| Published online | 26 August 2024 | |
A Study on the Mechanism of How Beauty Influencers Affect Consumer Purchasing Behavior Taking the Douyin Celebrity Yongzai Leo as an Example
Jinan New Channel -JUTES High School, Jinan, China
* Corresponding author: 308513079@qq.com
This research examines the impact of popular beauty blogger Yongzai Leo on Douyin and investigates how beauty influencers affect consumer buying habits by creating and engaging with content. The research gathered Yongzai Leo video interaction data with crawler technology and examined how content quality, trust, and interactivity influence consumers’ purchase intention using structural equation model (SEM). The findings indicate that consumers’ intention to make a purchase is greatly influenced by the quality of content, trustworthiness, and level of interaction, suggesting that high-quality content, genuine recommendations, and engaging interactions can boost fans’ purchase intention. This research uncovers the crucial elements for beauty bloggers to build authority and impact consumer buying habits on social media platforms, offering important insights and ideas for brand promotion.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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