원문정보
초록
영어
Over the past decade, China's beauty industry begins to bloom relies on the generation and development of the internet. The innovation of smartphone, the full coverage of the mobile internet, and the continuous emergence of various platform for pictures, videos, have provide a superior living environment for strengthened Beauty influencers’ group. Nowadays, Beauty KOL marketing has become as an important developmental strategy employed by companies and brands. This study aims to find out the relationship between various antecedent factors affecting Chinese consumer attitude towards beauty KOL (Key Opinion Leaders) recommendations and their purchase intention, through analysis of the viewer-posted comment below the beauty makeup tutorial video.
목차
I. INTRODUCTION
II.THEORETICAL BACKGROUND AND CONCEPTUALIZATION
2.1 KOL (Key Opinion Leader)
2.2 Characteristics of Beauty KOL
2.3 Trustworthiness
2.4 Purchase intention
III. METHODOLOGY
3.1 Research model and Hypothesis
3.2 Research object
3.3 Research design
3.4 Data collection
IV. PROCEDURE AND STATISTICAL ANALYSES RESULTS
4.1 Experiment of the grouping measurement scales
4.2 Hypothesis verification
V. CONCLUSION
References