Research On The Influencing Fators Of The Purchase Intention Of The Medical Beauty E-commerce Platform

In recent years,with the popularity of celebrities and Internet celebrities,the medical beauty industry has gradually stepped into the public eye.In the early stage of development,the medical beauty industry was mainly operated independently by beauty salons and beauty institutions,which often resulted in single customers and low repurchase rate.Therefore,the e-commerce platform of Medical Beauty came into being to solve the operational problems of institutions from the aspects of space and time.How to attract more users and transform users into actual customers of the organization has become the focus of the platform and organization,and the fundamental of this problem is to explore what users really care about.This paper mainly adopts literature analysis,interview analysis,questionnaire survey,quantitative analysis and other methods.Firstly,the relevant literature of scholars over the years is reviewed,and it is found that researches in the field of user purchase intention often adopt the technology acceptability related model.Unified Theory of Acceptance and Use of Technology(UTAUT)is a newer theoretical model in the development of user acceptance theory..Scholars often adjust the variables based on the model according to different trial scenarios.In addition,due to the characteristics of high price and high risk of medical beauty products,appropriate variables,namely perceived cost and perceived risk,were found in this paper after literature reading.The research hypothesis is proposed and the model of this study is finally constructed.In this study,questionnaire was used to collect data and verify the model.Due to the lack of mature questionnaire items in the research on the purchase intention of users on the medical beauty platform,this study combined interviews with mature scales developed in other similar fields,and finally designed a questionnaire related to the purchase intention of medical beauty.After a small range of distribution,the content was modified and adjusted,and finally a formal questionnaire was formed and issued.270 valid questionnaires were actually recovered.With the help of SPSS26.0 and AMOS26.0 software,the questionnaire results were quantitatively analyzed and the hypothesis was verified.The results show that the results of each hypothesis path are ideal,in which performance expectation,effort expectation,social influence and contributing factors have significant positive effects on the purchase intention of medical e-commerce platform users,and perceived risk and perceived cost have significant negative effects on the purchase intention.According to the data result analysis and corresponding suggestions are put forward.