Abstract
Nowadays, Douyin has become an important channel for promoting beauty brands, and how to enhance the influence of Douyin beauty live broadcast is still a topic that needs to be explored. In this context, this paper investigates what factors in the process of recommending goods in Douyin beauty live broadcast will impact consumers’ purchase intention. Through the questionnaire survey, regression analysis, and hypothesis testing, the model of the influence of Douyin beauty live broadcast on consumers’ purchase intention is derived. Finally, based on the conclusions drawn, suggestions are made to beauty bloggers and Douyin live broadcasting platforms to promote the development of the entire beauty industry chain and optimize the experience of each participant in it.
Published Version
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