The physical attractiveness of beauty anchors on consumers’ purchase intention

Abstract

In the post-COVID19 era, live-streaming e-commerce has developed rapidly and has a positive effect in promoting consumption in China. This paper uses the questionnaire survey method to explore the influence of the appearance attraction of beauty anchors on consumers’ purchase intention. Consumer’s degree of trust is also analyzed as an intermediary variable. The results found appearance attraction of beauty anchors has a significant impact on consumers ’purchase intention, and the degree of consumer trust plays an intermediary role between appearance attraction of beauty and consumers’ purchase intention. The results suggest that beauty brands should select anchors with higher physical attractiveness, which can improve consumer’s purchase intention. In addition to high-quality photos, makeup or smiling, or taking photos from the best angle, may help to enhance the attractiveness. It is helpful to attract the attention of scholars and to help live streaming e-commerce’s development.