Research on Cosmetic Consuming Behavior of Female College Students Influenced by Weibo Marketing

To investigate whether and how cosmetic enterprises influence the consuming behavior of female college students via Weibo (the Chinese micro-blogging platform), the author confirmed the measurement dimension by reading literature and interviewing and introduced trust as the intermediary variable. The brand awareness of cosmetic enterprises, the advertorial quality of Weibo, the social interaction of Weibo, the opinion leader of Weibo, and the interest stimulation of Weibo are independent variables, and the purchase and recommendation intention are a dependent variable. The author designed the questionnaire and made a correlation analysis and regression analysis over the collected data. The research shows the five dimensions have significant positive effects on the trust and the purchase and recommendation intention, and the trust also has significant positive effects on the purchase and recommendation intention. Therefore, cosmetic enterprises should improve the advertorial quality, increase the vividness and creativity of the content, attach importance on socializing function, implement precise marketing, select the opinion leaders who have a positive and wide influence, and enhance the interest stimulation of Weibo.