Examining the Influences of Short Video for Cosmetics on Consumer Purchase Intention of Consumers in Mainland China

In today's Internet age, more and more consumers are using the Internet in shopping, watching videos or communicating in social media, and their shopping and lifestyle has changed accordingly. The explosive growth of short videos in recent years has led many Internet marketing companies to use short videos to promote their products, especially in the cosmetics industry which has great potential for market demand and sales in Mainland China, and can be able to promote their products by short video online. This study provides cosmetic marketers by understanding the factors in producing cosmetic short video which can affect consumers’ purchase intention in Mainland China when they are using cosmetic short video promotion. The literature review of this study identified six factors: informativeness, perceived usefulness, interesting content, quality of comments, quantity of comments and key opinion leader that have relationships with purchase intention. This study collected 195 responses from consumers in Mainland China and employs quantitative research to collect the questionnaires and data. This study found that perceived usefulness, quantity of comments and key opinion leader in cosmetic short video are significantly related to purchase intention, while informativeness, interesting contents and quality of comments had no effect on purchase intention. Therefore, cosmetics marketers should focus on the perceived usefulness, quantity of comments and key opinion leader factors in cosmetics video to increase consumers’ purchase intention when watching cosmetic short video.