ไม่มีข้อมูลบทคัดย่อภาษาไทย
With the development of e-commerce and the accelerating pace of work and life, more and more people accepted online shopping. The number of online users in China increased, and the mobile network platform had gradually matured with the acceleration of development in the C2C e-commerce transaction model. The paper mainly analyzed the challenges of developing cosmetic lipstick marketing in Dazhou City, then explored the influencing factors to purchase intention, and lastly suggested a promotional strategy regarding pre-and after-sales. Fifteen hypotheses were created to test the correlation between variables including demographic characteristics, perceived value, buying trust, conceptual fluency to purchase intention, product quality and perceived risk to perceived value, trust propensity, brand impression, product involvement, brand reputation to buying trust, and brand image and nostalgic brand strategy to conceptual fluency. Based on 411 replies of Dazhou residents through the WeChat online platform survey in March of 2021, all hypotheses were proved with the positive correlations between independent and dependent variables, except the education category, which might prove lipstick sales would not be affected by any consumers with a different educational background in Dazhou City.