Author(s)

Leyin Tan, Danli Zhou

Corresponding Author

Leyin Tan

ABSTRACT

As an essential part of the Chinese economy, China’s beauty industry has great significance to the upgrade of consumption. The rapid growth of China’s beauty industry has benefited from the booming of China’s beauty e-commerce and word-of-mouth from KOL has a vital influence on consumers’ behavior. Therefore, this paper argues KOL's characteristics and social platforms' characteristics and constructs a model to study the impact of word-of-mouth from KOL on consumers' behavioral intentions in the beauty industry. This paper uses two different methods: questionnaire survey and quantitative analysis. Based on the data from the survey, the quantitative analysis, which comprised of descriptive analysis and empirical analysis, is conducted in this paper to test the hypotheses. According to Hypothesis test results statistics, both of the two dimensions are positively correlated with the behavioral intention of receivers. Finally, this paper makes some management advice for both KOL and social media based on the results of this study.

KEYWORDS

Word-of-mouth, characteristics of KOL, characteristics of social media, quantitative analysis, beauty industry