Social Network Impact On The Cosmetics Consumer Behavior Of The Female Students In Chengdu

In recent years, the rapid development of China’s social network has attracted the attention of many young people, it has bought a huge impact to the modem life. In Social networking, Internet users can easily share information and communicate with each other, it has brought great convenience on working and living to the young people, at the same time, it also brought a huge change for corporate marketing and change the behavior patterns about the consumer, the social network also changes the mode of communication between the traditional consumers and businesses, marketers can more timely identify the potential problems and opportunities, also can better understand the consumers, and promote the development of the business.For the cosmetics industry, it has a certain degree of particularity, and big differences in consumer groups, in recent years, women cosmetics consumption grows quickly, female students as a female the cosmetics consumer groups in the special consumer groups, despite the limit on the environment, limit on the spending power, but the role of today’s female college students in the field of cosmetics consumer should not be underestimated. The21st century is the era of the female-dominated consumer, female university students as now by more and more attention and potentially an importantsumer groups, more and more worthy of study the cosmetics consumer behavior of the female students. With the rising spending power of today’s college students, female students cosmetics consumer awareness day all enhanced social networking played a certain female students to buy cosmetics process, so study the impact of social networks on female students cosmetics purchase both the oretical significance, but also practical guidance. But also lack of research on social networks to influence the cosmetic consumer behavior of the female students, even a blank, this study focuses on the purchase intention mechanism in the social network, the behavior of its female students cosmetics for the cosmetics industry provide the basis for theoretical research and marketing practice and guidance.In view of this, the social networking platform, Chengdu female students study and learn from scholars of social networking, consumer behavior research based on social networks, consumer purchase intention, perceived value, the network trust other theories, the cosmetic consumer behavior in the social networking dimension with measurement scale. Female students to Chengdu cognitive (networks of trust, perceived value) for the intermediate variables, of Chengdu female students in cosmetics consumer behavior in the social network is constructed dimensions (usefulness, participatory, dialogue, connectivity), Chengdu female students recognized known (trusted network, perceived value), purchase intention research model, and through interviews, questionnaires, research, and other empirical research methods to explore the impact of social networking Chengdu female students cosmetics purchase intention mode.