Research On The Influence Of Beauty Makeup Web Celebrity On Audience's Consumption Behavior

From the era of traditional media to the era of mobile Internet,everyone in the society is surrounded by the media.The former netizens are transformed from the receivers of information to the publishers of information,and they take the initiative to participate in the Internet world with a wide range of contents.In the network world,web celebrity economy quietly emerged,some of which web celebrity has millions of fans,these web celebrity constantly attract traffic,and turn traffic into cash,relying on the huge number of fans to form a new economic model.Beauty web celebrity makes full use of various Internet communication ways,not only carries out self-marketing on Weibo and We Chat,but also follows the development trend of short video and live broadcast,and opens accounts on various short video platforms to continuously produce content and attract followers.Web celebrity economy is currently in the period of explosive growth,but it has not yet developed to a very mature stage.How to better improve its business conversion rate with the help of the Internet,and at the same time let more consumers have better purchase experience,has a great guiding value for the business model of web celebrity economy.Through online participatory observation,combined with the ABC of consumer behavior model,the beauty makeup web celebrity and high content summarized as premium content,interactive,preferential mechanism,charisma,confidence,additional experience,brand sensitivity and eight web celebrity word-of-mouth prediction variables,beauty makeup web celebrity and the content of production to audience's consumer behavior influence summed up as the cognitive and emotional attitude among the two variables and purchase intention of a result,by adopting the combination of qualitative and quantitative research methods,513 valid questionnaires through SPSS 25.0 to descriptive statistics,reliability analysis,validity analysis,correlation analysis and regression analysis,AMOS 25.0 was used to test the fitting degree of the model.In this way,the factors influencing the audience decision of beauty makeup web celebrity are identified,so that the beauty makeup web celebrity team can better understand consumers,improve the brand awareness and control of products,and thus provide better services for consumers.The results show that web celebrity has a positive and direct significant impact on audience's cognitive attitude in terms of quality content,high interactivity,trust,additional experience,brand sensitivity and web celebrity word of mouth.In terms of quality content,preferential mechanism,additional experience and web celebrity word of mouth,beauty web celebrity has a positive and direct significant impact on the emotional attitude of the audience.The cognitive attitude and emotional attitude of the audience have positive and direct significant influence on their purchase intention.Finally,the paper combines the quantitative results of the previous chapter,supplemented by unstructured interviews and participatory observations,and finds that high-quality content,additional experience and high interaction have a great impact on the purchase situation of the audience.Trust,brand sensitivity and web celebrity word of mouth have great influence on the information collection of audience purchase.High-quality content,high interaction,personal charm,preferential mechanism and web celebrity word-of-mouth have a great impact on the audience's purchase choice;Consumer sentiment,expected performance and perception of transaction equality have a great influence on the post-purchase evaluation and satisfaction of the audience.