A Study of Impact of Consumer-Perceived Value on the Sales and Marketing Performance of Skincare Enterprises in the Context of E-commerce Live Streaming Using Consumer Trust as a Mediation

Abstract

Background and Aims: According to the National Bureau of Statistics, the size of China's e-commerce market was 32550 billion yuan in 2018. By 2022, the size of China's e-commerce market had reached 47570 billion yuan, with annual growth rates of 13.57%, 9.46%, 7.1%, 10.4%, and 12.9%. More and more enterprises are choosing to open e-commerce live-streaming services. This paper aims to study the relationship between consumer perceived value and marketing performance in the skin care product e-commerce live broadcast room. Relationship between consumer trust and marketing performance in the skin care products e-commerce studio. Materials and Methods: This article analyzes the relationship between consumer value perception, consumer trust, and skincare marketing performance in the context of e-commerce live streaming through literature research and empirical analysis. Results: Through empirical analysis, it can be concluded that there is a positive relationship between consumer perceived value and marketing performance in skincare e-commerce live streaming rooms; There is a positive relationship between consumer trust and marketing performance in the live streaming room of skincare e-commerce; Consumer trust in skincare e-commerce live streaming rooms can serve as a mediator between perceived value and marketing performance. Conclusion: Advancements in technology, particularly the rise of live video in online shopping, have reshaped consumer preferences. Price sensitivity takes precedence over experiential factors, especially in skincare products, where lower live broadcast prices significantly boost consumer engagement and drive purchase decisions.