Research on the Influence of Beauty Live Stream on Consumers’ Purchase Intention

Abstract

The e-commerce live-streaming has been developing rapidly, and the beauty industry has become the industry most deeply affected by it. Based on SOR model, this paper introduces consumer trust theory and affective commitment theory, summarizes the characteristics of beauty live stream into three dimensions, namely live streamer attractiveness, brand awareness and product discount, collects data through questionnaires and analyzes the influence of live streamer and product on consumers’ purchase intention, in order to find out how the characteristics of beauty live stream affect consumers’ purchase intention. And finally based on conclusions, put forward countermeasures and suggestions to optimize the effect of beauty live stream from two aspects of live streamers and brands, which is of great significance to enrich the theoretical research and practice in the field of e-commerce live-streaming.