Effects of Beauty Influencer Credibility on Perceived Risks and Purchase Intention of Consumers

Abstract

Purpose: This study examines how the reputation of beauty influencers affects consumers’ risk perceptions and desire to purchase influencer cosmetics.Methods: The subjects of the study conducted an online survey of individuals in their 20s and 30s who are subscribers or followers of beauty influencers on social media or who have watched beauty content more than once.Results: The results of this study were as follows: First, the higher the trustworthiness risk of the beauty influencer, the lower the consumer’s financial risk for influencer cosmetics; and the higher the beauty influencer’s expertise, the lower the consumer’s performance risk for influencer cosmetics. Second, as the level of knowledge, integrity, and homophily of the reputation of beauty influencers increases, so does the consumer’s willingness to purchase influencer cosmetics. Third, it was observed that the experience of purchasing cosmetics through beauty influencer marketing does not have a major impact on consumers’ perceived risks of influencer cosmetics. Moreover, consumers who have purchased cosmetics through beauty influencer marketing are more willing to purchase influencer cosmetics than those who have not. Fourth, the adjustment effect has been shown to be negatively affected by social support for beauty influencers, as determined by credibility and the willingness to purchase products.Conclusion: This study is significant because it incorporates the trustworthiness of beauty influencers into interactions with perceived risks and purchase intent, which goes beyond prior studies that only focus on the classification of beauty influencer characteristics.