Purchasing of Foreign Beauty Products in Mongolia: What Makes It and What Breaks It?

The purpose of this study was to investigate the impacts of internet celebrity endorsement on Mongolian purchase intention towards foreign beauty products. This study used a quantitative research methodology to examine the proposed hypotheses. A sample of 530 Mongolian social media community users aged 18 to 50 was collected by online questionnaire. Structural Equation Modeling (SEM) was used as statistical methods to analyze the relationships and mediate effects between variables. The finding showed that internet celebrity endorsement had significant positive influence on Word-of-Mouth, consumer buying behavior and purchase intention. This study will provoke new insights of future researchers and practitioners of beauty product industries, especially in Mongolian market. Moreover, beauty company will have a better understanding of the impacts of internet celebrity endorsement on consumers' purchasing intention and behavior towards foreign beauty products so as to improve their business practices.