The Effect of Chinese Beauty Influencer Characteristics and Marketing Strategies on the Purchase Intention of Luxury Brand Cosmetics Among Women in Their 20s to 50s

Abstract

In order to meet the needs of consumers, luxury cosmetic brands all over the world have improved the efficiency of brand names, designs, and products functionality which promoted consumer purchases. Therefore, this study aimed at Chinese women in their 20s to 50s to investigate whether the characteristics and marketing strategies of beauty influencers had an impact on the purchase intention of luxury cosmetic brands. The 200 questionnaires were used from July 06 to 28, 2022 were analyzed by using WeChat and the Wenjuanwang program. Data analysis was conducted via SPSSWIN 21.0 with frequency analysis and factor analysis to test validity. Reliability was assessed by Cronbach‘s coefficient. Descriptive statistics analysis, correlation analysis, and multiple regression analysis were also conducted. Analysis results were as follows. The 20s age group (age), university (education), white collar (occupation), 3000~5000 yuan (monthly income). The characteristics of Beauty Influencer are shown in the order of similarity and reliability, the marketing strategy is shown in the order of product type and product characteristics, the purchase intention of luxury cosmetics brand is shown in the order of product information exploration and consumer attitude. The characteristics and marketing strategies of beauty influencer had a positive (+) correlation with purchase intention of luxury cosmetics brand. The similarity and reliability factors of influencer characteristics have a great impact on all factors of the purchase intention of luxury cosmetics brand. The brand characteristics and product characteristics of the marketing strategy have a great effect on all the factors of the purchase intention of luxury cosmetics brand. This study shown a great influence on purchase intention in terms of the similarity and reliability of influencers characteristics and brand characteristics and product characteristics of marketing strategies. Therefore, according to the characteristics of beauty influencer and marketing strategies of publicity products, positive factors to meet the need of consumers are put forward.