An empirical study based on the influence of opinion leaders on online social platform on the behavior of Chinese young female consumers to buy beauty products : using the perceived value as the mediating variable

Abstract

The rapid development and popularization of the Internet industry, the emergence of online opinion leaders on major social media platforms in an endless stream, and the consumption intensity of young female consumers cannot be ignored, making it particularly meaningful to study related topics. This study is based on previous scholars, combined with the actual development of online opinion leaders, and from the perspective of consumers, to study the needs of Chinese young female consumers for the characteristics of online opinion leaders when purchasing beauty products. It contains three independent variables of professionalism, interactivity and influence, and a mediating variable of emotional perceived value. This topic was studied through three research methods: literature analysis, questionnaire survey and data analysis. It is concluded that the professionalism, interactivity and influence of opinion leaders have a significant positive impact on consumers' emotional perceived value. Additionally, they have a significant positive impact on consumers' online purchase of beauty products. Moreover, consumers' emotional perceived value positively affects consumers' online purchasing behavior of beauty products.