An Empirical Study Based on the Influence of Online Social Platform Leaders’ Opinion on the Behavior of Chinese Young Female Consumers to Buy Beauty Products – Using the Perceived Value as the Mediating Variable

Studying related topics is particularly meaningful due to the Internet industry's rapid development and popularization, the emergence of online opinion leaders on major social media platforms, and the intensity of young female consumers' consumption. This study draws from the work of previous scholars, incorporates the actual development of online opinion leaders, and examines the needs of Chinese young female consumers in relation to the characteristics of online opinion leaders when they purchase beauty products. It contains three independent variables of professionalism, interactivity, and influence, as well as a mediating variable of emotional perceived value. We studied this topic using three research methods: literature analysis, questionnaire surveys, and data analysis. We conclude that the professionalism, interactivity, and influence of opinion leaders significantly enhance consumers' emotional perceived value. Additionally, they have a significant positive impact on consumers' online purchases of beauty products. Furthermore, consumers' emotional perceived value has a positive impact on their online beauty product purchasing behavior.