Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Impact of Beauty We Media Bloggers on Users’ Purchase Intention

Nuoran LiHenan University Yixuan YanWuhan Polytechnic University* Yifei ZhaoHubei University

* Corresponding author: [email protected]

Abstract

With the improvement of people’s material living standards and the soaring happiness index, more and more people have begun to pay attention to their appearance, so the demand for beauty products is increasing, promoting the growth of the beauty market industry. The popularity of TikTok and other social platforms led to the endless emergence of beauty we-media blogger. They have gradually become key opinion leaders in the beauty industry, and users also need the guidance of beauty we-media bloggers when buying cosmetics. This study takes TikTok platform as an example to explore the impact of beauty we-media bloggers on users’ purchase intentions. This paper analyzes data through systematic sampling, a questionnaire survey, and SPSS. Finally, the research proves that the influence of beauty makeup we-media bloggers on users’ purchase intention has three aspects: positive, negative, and irrelevant.

Keywords: we-media bloggers; social media; user purchase intentions; domestic cosmetics; opinion leaders
Published: October 31, 2023
DOI: 10.54254/2753-7064/8/20231083
Volume: CHR Vol.8
pp. 308-321
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