The Effect of SNS Characteristic Factors on Purchase Intention: Focusing on Chinese Beauty Industry Consumers

With the development of the Internet and smart terminal technology, SNS has gradually developed into the most important channel for consumers to obtain information. Users are more willing to search and share infmmation on SNS. Consumers make use of the infmmation on SNS before purchasing, and then share their own purchasing experience on SNS after purchase, and reputation from consumers themselves will effectively complement the information already available on SNS. In situations where consumers do not have sufficient information and attributes over a product, brand trust as a signal to infer the product can largely influence Consumer purchase intention. The characteristics of SNS are the underlying factors that influence brand trust and Consumer purchase intention. This thesis examines the impact of SNS features on Chinese consumers' purchase intentions, by reviewing and analyzing interactivity, access convenience and recency. The study was empirically analyzed through SPSS 23.0 and Smart PLS 3.0 (Structural Equation Package) to test the hypotheses. The findings of this thesis are as follows: Firstly, the interactivity of SNS positively influences brand trust. Secondly, the access convenience of SNS positively influences brand trust. Third, the recency of SNS has a positive impact on brand trust. Fourth, brand trust positively influences Consumer purchase intention.