| The purpose of this study is to explore the perceptual value of the fans of the beauty bloggers and to find out the influence mechanism of perceptual value on the continuous attention.The theoretical significance of this article,is to use beauty bloggers,the hottest KOL group currently,to study how the KOL group affects consumers.Then fill the blank in the marketing significance of the content KOL group.At the same time,from the current status of domestic and foreign research,there are few studies on the emerging group of beauty bloggers.Therefore,it is also possible to fill in the gaps in the research of this group from the angle of perceptual value.There is also theoretical significance of this research.The beauty bloggers performing extraordinary at marketing area in the online market of beauty-related products.By studying the impact from beauty of bloggers on consumers,we could inspire both the beauty bloggers and the major brands to develop online marketing activities.This research is firstly based on the theory of consumer perception value.Then the author extensivly collecting,reading,combing and summarizing existing research reports on consumer perceived value and consumer’s continued intention,also the existing consumer perception value theory and the relevant empirical research results.After,combining with the expectation confirmation theory and its model,this article started from the dimension of value perception of the fan group of the beauty bloggers,find out the internal mechanism and the model of how perceived value impact on the continuous follow intention.This study found that the six perceived value dimensions which set in this paper:information value,social value,image value,financial value,entertainment value and quality value all have a positive impact on the continuous follow intention.Internet viewing time and internet proficiency skill will positivly regulate the perceived value and satisfaction,perceived value,and sustained attention. |
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