The influence of beauty makeup web celebrity live streaming on the purchase intention of female consumers--the intermediary role based on trust

Abstract

This paper applies the SOR theory, this paper studies the influence of the popularity of anchors and the interaction of the broadcast room on the purchase intention, and introduces the trust as the intermediary variable to explore the intermediary role of trust in it. In this study, 162 questionnaires were collected for analysis. The results show that the popularity of the host on consumer purchase intention is not significant, the studio interaction on consumer purchase intention and positive correlation, the introduction of trust as an intermediary variable, the results show that the trust in the studio interactive consumer purchase intention before some intermediary role, trust in the host popularity and purchase intention play a complete intermediary role.