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Chen Lin. An empirical study based on the influence of opinion leaders on online social platform on the behavior of Chinese young female consumers to buy beauty products : using the perceived value as the mediating variable. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2024.
An empirical study based on the influence of opinion leaders on online social platform on the behavior of Chinese young female consumers to buy beauty products : using the perceived value as the mediating variable
基于网络社交平台意见领袖对中国青年女性消费者 网络购买美妆产品行为影响的实证研究以感知价值为中介变量
Name: Chen Lin
LCSH:
Consumer behavior
LCSH:
Consumer satisfaction
LCSH:
Consumers
-- Psychology
LCSH:
Online social networks
-- Economic aspects
Abstract:
The rapid development and popularization of the Internet industry, the emergence
of online opinion leaders on major social media platforms in an endless stream, and the
consumption intensity of young female consumers cannot be ignored, making it
particularly meaningful to study related topics.
This study is based on previous scholars, combined with the actual development of
online opinion leaders, and from the perspective of consumers, to study the needs of
Chinese young female consumers for the characteristics of online opinion leaders when
purchasing beauty products. It contains three independent variables of professionalism,
interactivity and influence, and a mediating variable of emotional perceived value. This
topic was studied through three research methods: literature analysis, questionnaire
survey and data analysis.
It is concluded that the professionalism, interactivity and influence of opinion
leaders have a significant positive impact on consumers' emotional perceived value.
Additionally, they have a significant positive impact on consumers' online purchase of
beauty products. Moreover, consumers' emotional perceived value positively affects
consumers' online purchasing behavior of beauty products.
Abstract:
互联网行业的快速发展与普及，各大社交媒体平台网络意见领袖层出不穷，
青年女性消费者不可忽视的消费力度，让研究相关课题显得尤有意义，
本研究在前人学者的基础上，结合网络意见领袖实际发展情况，从消费者的
角度出发，研究中国青年女性消费者在购买美妆产品时对网络意见领袖所表现特
质的需求。包含专业性、交互性和影响力三个自变量，情感感知价值一个中介变
量。通过文献分析法、问卷调查法和数据分析法三种研究方法对本课题进行研究。
最后得出意见领袖的专业性、交互性和影响力对消费者情感感知价值有显
著正向影响。意见领袖的专业性、交互性和影响力对消费者网络购买美妆产品
的行为有显著正向影响。消费者情感感知价值会正向影响消费者网络购买美妆
产品的行为。
Rangsit University. Rangsit University Library
Address:
PATHUM THANI
Email:
rattanapornn@rsu.ac.th
Name: Jin Maozhu
Role:
Advisor
Created:
2024
Modified:
2568-08-07
Issued:
2025-08-07
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
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Chen Lin
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