The role of microblog beauty celebrities recommendations on consumer purchasing behavior: Evidence from Chinese female college students

Abstract

The purpose of this study is to explore the influence of microblog beauty celebrities’ recommendation on female college students’ purchase of beauty products. This study constructs the form of a questionnaire survey about the purchase of beauty products. We are using a large amount of 347 respondents. After sorting out the results of the questionnaire survey and data evaluation and analysis, we find that the perceived usefulness of recommendations significantly influences the attitude. The perceived usefulness of recommendations significantly influences intention to purchase. What’s more, trust also affects perceived usefulness of recommendations, attitude, and intention. Moreover, reputation significantly influenced the trust of microblog beauty celebrities, attitude, and intentions. The results of this study showed that trust, attitude, perceived usefulness and reputation of microblog beauty celebrities can affect female college students’ purchase intention.