Analysis on the Influencing Factors of Female College Students' Willingness to Purchase Cosmetics Online

Abstract

With the popularity of the Internet and e-commerce platform development, online shopping has become an indispensable part of people's lives. Especially in the area of cosmetics, women consumers are more likely to shop online. As consumers, female college students have gradually become an important part of the online shopping market, and their behavior and demand have an important influence on the market trend. Taking Jiujiang University as an example, this paper discusses the relationship between the willingness of female college students to buy cosmetics online and platform trust, cosmetics store service, cosmetics price, high quality online evaluation and beauty blogger recommendation. The results show that platform trust, cosmetics store service, high quality online evaluation and beauty blogger recommendation have significant positive impact on purchase intention, but cosmetics price has no significant impact on purchase intention. Based on this, this paper puts forward some suggestions from four aspects: platform trust, cosmetic store service, high quality network evaluation, beauty blogger recommendation.