The Beauty Makeup Category Mobile Short Video to Cosmetics Impulse Buying Behavior of Consumers Online

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Eksiri Niyomsilp
Yuan Zhou


With the development of information technology and smart phones, the use of short beauty videos has become the main marketing means of cosmetics enterprises, and many factors promote consumers' online purchasing behavior of cosmetics. Based on the S-O-R theoretical model, this study constructed a research model of the influencing factors of consumers' impulse purchase behavior of online cosmetics in the context of short beauty videos, and put forward relevant hypotheses. By collecting 525 questionnaires of consumers with purchasing behavior, SPSS was used for descriptive statistical analysis, reliability and validity analysis, factor analysis, regression analysis and structural equation model analysis. The results show that marketing stimulus, interaction, key opinion leaders, content, positive emotions and trust have significant positive effects on cosmetics online impulse buying behavior. Positive emotions and trust mediate between marketing stimulus, interaction, key opinion leaders, content and cosmetics online impulse buying behavior.


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