Study On Consumers’ Purchase Intention Of Online Medical Beauty Products Based On Trust Theory

In recent years,with the improvement of people’s quality of life,people’s pursuit of beauty heat continues to rise.Since 2015,China’s medical beauty industry has developed rapidly,and the "appearance level economic era" has arrived.Looking at many products in the medical beauty market,regenerative medical beauty injection has gradually won the recognition of consumers by virtue of its natural and safe characteristics,and has become a new hit in addition to hyaluronic acid and botox.However,the rapid development of regenerative medicine injection has also brought some industry chaos.A large number of medical service institutions have appeared in the sight of consumers,and some of them,in order to obtain huge profits,even sell imported regenerative medicine injection products that have not been approved by the State Food and Drug Administration to consumers,which undoubtedly brings potential or actual harm to consumers.The existence of "parallel goods" market,unlicensed employment and other industry chaos has brought a huge crisis of trust to consumers,making consumers’ trust perception of imported regenerative medicine and beauty injection products gradually decline,thus greatly reducing consumers’ purchase intention.Based on the above background,in order to explore the influencing factors and mechanism of consumers’ purchase of imported regenerative medico-aesthetic injections,this paper determined the study variables through literature review and word frequency analysis.And according to the trust theory,starting from the four dimensions of platform,medical aesthetic service institutions,products and consumer characteristics,the research model of consumers’ purchase intention of imported regenerative medical aesthetic injection was constructed.From the perspective of trust source,independent variables include platform and medical beauty service institutions.From the perspective of trust transmission,independent variables include imported injection products,the reputation of medical and aesthetic service institutions,and consumer characteristics jointly affect consumers’ perception of trust and further affect their purchase intention.On the basis of previous studies,the questionnaire was designed and distributed,and a total of 313 valid questionnaires were collected.SPSS25.0 was used to analyze the questionnaire data,and the conclusions and suggestions were as follows:(1)In the platform dimension,platform scale and system quality both have significant positive effects on consumers’ trust perception level.The platform should:actively expand the business scope,increase the stable passenger flow;Pay attention to system maintenance and upgrade;Focus on design to reduce redundant information.(2)In terms of the attributes and reputation of medical beauty service institutions,the professionalism of institutions,the quality of institutional information,the evaluation of consumers’ experience,and the label "Xinoxyanxuan" all have significant positive effects on the level of consumers’ trust perception.Medical beauty service institutions should: pay attention to the training of professional doctors;At the same time to ensure the information response rate and quality of reply;Pay attention to offline services to improve consumer experience;Establish contact with the platform actively and obtain relevant recognition.(3)In the dimension of imported regenerated injection products,product safety,injection effect and brand awareness have significant positive effects on consumers’ trust perception level.Product suppliers should: increase product research and development efforts to ensure product safety and injection effect;Strengthen marketing efforts and enhance product brand power.(4)In the dimension of consumer characteristics,trust propensity has a significant positive impact on consumers’ trust perception,while the influence of online purchasing experience on the establishment of consumer trust is not significant.(5)Consumers’ perception of trust positively affects consumers’ purchase intention,and the perception of trust plays a mediating role between the characteristics of imported regenerative medicine injection and consumers’ purchase intention.