Traits of Online Bloggers, Perceived Value and Consumers' Purchase Intentions: A Study of Beauty Bloggers on RED APP

Abstract

Based on the SOR model, a hypothetical model on the traits of beauty bloggers in RED APP, perceived value and Consumers' purchase intentions were proposed. The 241 valid questionnaires collected were subjected to sample statistical analysis, reliability analysis and regression analysis using SPSS 26.0, and the mediation effects in the model were explored using Bootstrap analysis. The study showed that the five traits of popularity, credibility, professionalism, interactivity and attractiveness of beauty bloggers on RED APP had a significant positive effect on consumers' intentions to purchase cosmetics, and perceived value also had a significant positive effect on consumers' intentions to purchase cosmetics. Perceived value partially mediates between the four traits of popularity, trustworthiness, professionalism and attractiveness and consumers' intentions to purchase cosmetics, and fully mediates between interactivity and consumers' intentions to purchase cosmetics.