Little Red book KOC on consumers buying niche beauty brands 
an empirical analysis of infl uencing factors of willingness

Sirong Huang; Jialin Liu; Wumian Zhao; Jiting Yu; Yijin Wang; Guansu Wang

doi:10.18686/modern-management-forum.v7i7.9302

Little Red book KOC on consumers buying niche beauty brands an empirical analysis of infl uencing factors of willingness

Sirong Huang, Jialin Liu, Wumian Zhao, Jiting Yu, Yijin Wang, Guansu Wang

Abstract

This paper is based on the use and satisfaction theory for questionnaire design, mainly with the help of SPSS tool to
analyze the questionnaire data, the use of regression linear analysis to verify the hypothesis, it is concluded that the content quality of KOC
marketing and consumers to buy niche beauty brand content needs to meet the signifi cant positive impact. The source credibility of KOC
has a positive signifi cant impact on the satisfaction of consumers’ emotional needs to buy niche beauty brands, the supportive atmosphere of
KOC marketing has a positive signifi cant impact on the satisfaction of consumers’ value needs to buy niche beauty brands, and KOC has a
positive signifi cant impact on consumers’ emotional satisfaction to buy niche beauty brands and their purchase intention. Based on this, this
paper also provides targeted suggestion for niche brand KOC marketing.

Keywords

KOC; Niche beauty brands; Consumers’ willingness to buy; Use and satisfaction theory

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References

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i7.9302

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