A Structural Equation Model of Key Factors Influencing Consumer Purchase Decisions in the Online Cosmetics Industry of Shandong, China
DOI:
https://doi.org/10.65205/jmsr.2026.e286615คำสำคัญ:
Social Media Marketing, Social Media User Engagement, Online Influencers, Consumer Purchase Motivation, Consumer Purchase Decision, Online Cosmetics Industryบทคัดย่อ
This study aims to investigate the direct and indirect effects of social media marketing, user engagement, online influencers, and purchase motivation on consumer purchase decisions in the online cosmetics industry of Shandong Province, China, while constructing an empirically validated model to optimize marketing strategies. Employing a quantitative research design, the study surveyed consumers through WeChat and Douyin and collected 502 valid questionnaires. The data were analyzed using SmartPLS 4.0 through structural equation modeling (SEM). The results indicate that social media marketing, user engagement, online influencers, and purchase motivation have significant positive effects on consumer purchase decisions. In addition, user engagement, online influencers, and purchase motivation play important mediating roles in the relationship between social media marketing and purchase decisions. The constructed structural relationship model was consistent with the empirical data, confirming the robustness and explanatory power of the research framework. Furthermore, the structural equation model demonstrated good reliability and validity, as indicated by Cronbach’s Alpha values greater than 0.70, composite reliability (CR) values greater than 0.70, and average variance extracted (AVE) values greater than 0.50, along with a high level of model fit with the empirical data. The main contributions of this study are twofold. First, from a theoretical perspective, the study reveals the pathways through which social media marketing influences purchase decisions through the mediating roles of user engagement, online influencers, and purchase motivation. Second, from a practical perspective, the study provides specific marketing optimization strategies for practitioners in the online cosmetics industry in Shandong Province, China. These strategies can help enhance corporate competitiveness, improve consumer satisfaction, and strengthen marketing effectiveness in the digital market. Overall, this study offers empirical support for understanding consumer behavior and improving marketing effectiveness in the online cosmetics industry.
เอกสารอ้างอิง
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase decision: A meta-analysis. Sustainability, 15(3), Article 2744. https://doi.org/10.3390/su15032744.
Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of cross-cultural psychology, 1(3), 185-216. https://doi.org/10.1177/135910457000100301.
Chen, W. (2022). A study on the influence mechanism of e-commerce streamers on consumer purchase decision. New Media Research, 2, 12-15. https://doi.org/10.16604/j.cnki.issn 2096-0360.2022.02.012.
Chuah, S. C., Arifin, A. M., Mayaddin, M. N., & Othman, M. F. (2023). Impact of Social media marketing activities on online purchase intention for the cosmetic industry in Malaysia. Information Management and Business Review, 15(1), 106-113. https://doi.org/10.226 10/imbr.v15i1(I)SI.3392
Dudarenok, A. (2025). What is social commerce and how China is shaping the future of retail. ChoZan. https://ashleydudarenok.com/social-commerce/.
Fahmy, A. A., Wiyadi, W., Isa, M., & Irawati, Z. (2024). The influence of brand image and price perceptions on purchasing decisions mediated by consumer buying interest in Levi Strauss & Co. Brilliant International Journal of Management and Tourism, 4(1), 117–136. https://doi.org/10.55606/bijmt.v4i1.2672
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
Jacob, I., Khanna, M., & Rai, K. A. (2020). Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption. Journal of Business Research, 116, 597–607. Doi: https://doi.org/10.1016/j.jbusres.2019.07.005
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers' desire to mimic. Psychology & Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244.
Kujur, F., & Singh, S. (2020). Visual communication and consumer-brand relationship on social networking sites: Uses & gratifications theory perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30-47. https://doi.org/10.4067/S071 8-18762020000100104
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase decisions. Journal of Broadcasting & Electronic Media, 63(3), 1-20. https://doi.org/10.3389/fpsyg.2019.02567.
Martínez-López, F. J., Anaya-Sánchez, R., Giordano, M. F., & López-López, D. (2020). Behind influencer marketing: Key marketing decisions and their effects on followers' responses. Journal of Marketing Management, 36(7–8), 579–607. https://doi.org/10.1080/0267 257X.2020.1736600.
Meng, Lu. M., Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming e-commerce on purchase decision from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63, 102733. https://doi.org/10.1016/j.jretconser.2021.102733.
Ngo, T. T. A., Tran, T. T., An, G. K., & Nguyen, P. T. (2025). Investigating the influence of augmented reality marketing application on consumer purchase intentions: A study in the E-commerce sector. Computers in Human Behavior Reports, 18, 100648. https://doi.org/10.1016/j.chbr.2025.100648
Onamusi, A. B., & Ayo, M. F. (2021). Loyal customers are attached to brands. Is this true? What is the role of customer equity and customer trust?. Marketing and Branding Research, 8, 1-11. https://doi.org/10.33844/mbr.2021.60331.
Rovinelli, R. J., & Hambleton, R. K. (1976). On the use of content specialists in the assessment of criterion-referenced test item validity (Report No. 24). Laboratory of Psychometric and Evaluative Research, University of Massachusetts. ERIC. https://eric.ed.gov/?id=ED121845.
Saoula, O., Shamim, A., Mohd Suki, N., Ahmad, M. J., Abid, M. F., Patwary, A. K., & Abbasi, A. Z. (2023). Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use. Spanish Journal of Marketing-ESIC, 27(2), 178-201. https://doi.org/10.1108/SJME-07-2022-0159.
Schumacker, R. E., & Lomax, R. G. (2016). A beginner's guide to structural equation modeling (4th ed.). Routledge.
Sharma, A., Fadahunsi, A., Abbas, H., & Pathak, V. K. (2022). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research, 14(2), 125-149. https://doi.org/10.1108/JIBR-08-2021-0313
Shimul, A. S., Cheah, I., & Khan, B. B. (2022). Investigating female shoppers' attitude and purchase decision towards green cosmetics in South Africa. Journal of Global Marketing, 35(1), 37–56. https://doi.org/10.1080/08911762.2021.1934770.
Shui, X., Bian, S., & Zhang, P. (2025). How Can AI Virtual Streamers Gain Consumer Trust to Influence Purchase Intention in Live-Streaming E-Commerce?. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 325. https://doi.org/10.3390/jtaer 20040325
Wang, X., Xu, W., & Shan, Z. (2019). The impact of the authenticity of time-honored brands on purchase decision: The role of word-of-mouth and self-concept consistency. Economic, 7, 62-68. https://doi.org/10.16011/j.cnki.jjwt.2019.07.008.
Widayat, W., Sari, H. M. K., & Masudin, I. (2023). Determinants of consumer purchasing behavior toward Korean cosmetic products: Evidence from Indonesia. Innovative Marketing, 19(2), 129. Doi: https://doi.org/10.21511/im.19(2).2023.11
Wissen, S., & Anatan, L. (2023). The influence of customer inspiration on social media marketing toward architectural service purchase decision. Jurnal Manajemen dan Kewirausahaan, 25(1), 13–24. https://doi.org/10.9744/jmk.25.1.13-24
Zhou, S., & Salleh Hudin, N. (2025). How does in-store and online shopping experiences influence repurchase intentions in Shandong, China? Roles of perceived value, brand trust, and customer satisfaction. PLoS ONE, 20(8), e0321485. https://doi.org/10.1371/jour nal.pone.0321485.
