Influencing factors of male beauty KOL on consumers' purchase intention
DOI:
https://doi.org/10.54691/bcpbm.v19i.858Keywords:
Male beauty blogger, KOL, purchase intention, KOL attributesAbstract
In recent years, more and more male beauty KOLs began to be active in the beauty industry, and their influence on consumers' purchase intention is on the rise. In view of this phenomenon, this paper establishes a model about the influence factors of male beauty KOL on consumers' purchase intention based on SOR model, collects data through questionnaire survey, and analyzes the data by SPSS. Finally, it comes to the conclusion that attributes of male beauty KOLs has a positive impact on consumers' perception, social environment has a mediating effect on consumers' perception, and consumers' perception has a positive impact on consumers' purchase intention.
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