The Research on the Influence of Chinese Social Media little Red Book upon Chinese College Students' Cosmetic Purchasing Behavior

Abstract

Nowadays, college students are trying to look more attractive and unique. Little Red Book, whose users are primarily between the ages of 18 and 35, is well-liked by the younger generation, especially college students. Little Red Book has provided many suggestions and recommended many products to help students become beautiful easier. Many students are influenced more or less by it when buying cosmetics. This paper focuses on whether the consumption behavior of contemporary college students buying cosmetics may be affected by the Little Red Book. The proposed method to solve the problem is a questionnaire survey, and the data was collected and analyzed. The results obtained in this research include influencing by group psychology and changing in consumer behavior. The research shows that basic life requirements have been solved, and college students pursue more material enjoyment. Moreover, influenced by group psychology, college students who lack social experience and the ability to identify advertisements are easily affected to purchase unnecessary cosmetics. This research can enable many skincare brands to grasp the purchase characteristics of college students from every angle. In past research, few scholars have concentrated on such a specific classification. The future direction of this research will focus more on the purchase behavior of different social media to college students and various goods.