Research On The Impact Of Beauty Blogger’s Marketing On Female College Students’ Consuming Intention

With the booming of SNS,Online celebrities are springing up,which has brought changes in the way of marketing.These online celebrities possess a dual nature of famous person and social media.As a main marketing platform for online celebrities,micro-blog is highly valued by all brands.However,the academic research is far behind the development of practice.Thus this thesis takes the micro-blog of beauty bloggers as the research platform,takes the female college students as the objects.Based on the perceived value theory,the paper mainly focuses on the research of the impact of online celebrities’ social media marking on students’ consuming intention,and try to find out the most influential factor and how it works.Through root analysis of the previous research and analyzed the depth interview,this study takes the consuming intention as dependent variable,trust and perceived value as the mediation variable,divided the perceived value into two dimensions include functional value and psychological value.Takes the six factors that social media marking of beauty bloggers as the independent variables which including perceived aesthetics,perceived expertise,perceived interactivity,perceived usefulness,perceived precision and perceived costs.On this basis to puts forward the hypothesis and builds research model.By surveying 346 female college students.With SPSS and Amos to test the reliability and validity of investigation.Then conducted descriptive statistic analysis,correlation analysis and regression analysis.The study finds that perceived usefulness,perceived precision and perceived interactivity have the positive influence on female college students’ perceived value.The impact from high to low in order is:perceived usefulness,perceived precision,perceived interactivity.The study also shows that perceived precision,perceived expertise,perceived usefulness,perceived interactivity have the positive influence on female college students’ trust.The impact from high to low in order is:perceived precision,perceived expertise,perceived usefulness,perceived interactivity.Besides,The result shows functional value,social value and trust have the influence on the user consuming intention of cosmetics with a positive correlation,among which trust is the most influential one.By using the stepwise multiple linear regression,the study also shows perceived value and trust have played an intermediary role throughout the process and trust also plays some intermediary role in relationship of perceived value and consumption intention.According to these conclusions,the thesis offers some practical suggestions to the brands and online celebrities.