중국 전지역 20~30대 여성들의 전자상거래 생방송 특성이 뷰티제품 구매의도에 미치는 영향

This study is based on women in their 20s and 30s who had purchased beauty products in Chinese e-commerce live broadcast. In order to verify the impact of live broadcast characteristics on the intention of buying beauty products, the survey was conducted using WeChat, Wenjuanxing Program from April 25 to May 20, 2021, and 572 research subjects were analyzed. And the data analysis was conducted by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability identification, technical statistical analysis, correlation analysis, and multiple regression analysis. The results of the study were as follows: The participants were mostly unmarried, bachelors and professionals aged 20 to 25. In terms of the characteristics of e-commerce live broadcast, the three factors with higher average scores are: 3.78 points for service, 3.68 points for interaction, and 3.65 points for intention to buy beauty products. The purchase intention of beauty products reflects that the interaction of e-commerce live broadcast characteristics, the relationship between service and positive(+), interaction and service have an important influence on the purchase intention of beauty products. This proves that the higher the service and interactivity of the live broadcast feature, the higher the intention and relevance of buying beauty products, and it will have a positive impact. The characteristics of e-commerce live broadcasts provide an effective service marketing strategy for attracting Chinese women to buy beauty products.