The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

Abstract

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers’ purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers’ purchase intention. The chain behavior generation mechanism of consumers’ purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.