Exploring the Influence Factors of Purchase Intention of College Students by Short Video Opinion Leaders in Field of the Beauty

Abstract

Over the past decade, the rapid development of new media and e-commerce have triggered the emergence of online opinion leaders. Simultaneously, consumers’ purchase intention has been swayed by some opinions expressed by online opinion leaders. Therefore, this paper aims to delve into the factors influencing the consumption of college students by opinion leaders in field of the beauty. It aims to explore the influence degree of short video opinion leaders on the purchase intention of college student consumers in three dimensions, including short video production, opinion leaders’ characteristics and short video content. Employing a questionnaire for data collection and SPSS 29.0 for analysis, the study uses methods such as reliability analysis, exploratory factor analysis, and regression analysis to validate the model and research hypotheses. The results of the study show that in the dimension of opinion leaders’ short video production, the attractiveness of the title and editing format of the short videos have a significant positive impact on the purchase intention of college students. Regarding opinion leaders’ characteristics, their popularity, professionalism, and interactivity exert a substantial positive influence on college students’ purchase intentions, whereas timeliness shows no significant impact. In terms of opinion leaders short video content, comparing products with multiple brands, promoting affordable substitutes, and vivid and interesting promotion discourse of opinion leaders all have a significant positive impact on the purchase intention. Finally, this paper provides suggestions for short video opinion leaders in field of the beauty.