Research On The Influence Of The Reputation Of Yiren Beauty Shop On Consumptionand Countermeasure Research

E-commerce economy started from Taobao and flourished in Jingdong.It has been developing for nearly 20 years.Mushroom Street aims at female consumers,and combines the two major social media of Tencent,namely,Weixin and QQ.It has two characteristics: vertical e-commerce and social e-commerce.In today’s increasingly fierce market competition,e-commerce enterprises from the initial low price to attract customers,to the later development of quality,and then to cultivate loyal customers through service,has now developed into a period of reputation competition.In this paper,the Mushroom Street Platform Yiren Beauty Online Shop is taken as the research object.Seven factors are selected to drive the reputation of online stores,such as commodity display,transaction information,store opening time,word of mouth,customer service communication,recommendation and after-sales service.Through questionnaire survey and factor analysis,seven factors driving online store reputation,such as commodity display,transaction information,store opening time,word-of-mouth situation,customer service communication,recommendation and after-sales service,are merged into four key factors: commodity price ratio,word-of-mouth situation,recommendation and business service.The four factors driving online store reputation are analyzed.The influence of factors on consumers’ purchase intention.The correlation analysis shows that there is a positive correlation between the four factors driving online store reputation and the three variables of collection,share and purchase that reflect purchase intention.Through regression analysis,we can see that the price-performance ratio of commodities is the only driving factor that has a significant impact on the amount of collection,share and purchase of consumers;word-of-mouth situation has an important impact on the amount of collection;recommendation has an important impact on the amount of sharing;business services have an important impact on the amount of purchase.Consumer behavior has an important impact.The conclusion of this study can provide theoretical guidance for the reputation construction of Iraqi cosmetics online store,enhance the core competitiveness of the store,enhance the willingness of consumers to buy,and make the online store achieve better sales performance;based on improving the four reputation driving factors of commodity price ratio,word of mouth,recommendation and business services,in order to promote the store.Commodity sales;put forward "select high-quality products to enhance word-of-mouth competitiveness","select fashion talent to enhance consumerappeal","maintain shop fans to enhance service soft power" and other three countermeasures.In the future,we can expand the category of research industry,expand the coverage of e-commerce platform,and make the research conclusions more extensive and scientific.