ไม่มีข้อมูลบทคัดย่อภาษาไทย
The online live broadcast of the online shopping platform became a new online sales model that emerged with the maturity of the online live broadcast technology and the development of the online sales platform. Consumers who participated in the live broadcast channel to watch the live broadcast would have vital purchasing needs, thus improving the accuracy of marketing based on the data transmission. Given the many advanced features of online live broadcasts in online shopping platforms, various industries had chosen "live broadcast" as a new marketing method for cosmetic products that would have a large base of consumers in this shopping interest. The purpose of this study was to investigate the significant difference in Chengdu consumers' purchase intention on cosmetic product selection through online live-streaming shopping platforms with different control variables (gender, age, income, and education); examine the influencing mechanism of the Chengdu consumers' purchase intention based on personal characteristics, product factors, and consumption environment on live streaming platforms for cosmetic product selection; and to put forward feasible suggestions on live streaming cosmetic product sales by improving consumers' shopping perceptions, attitudes, and consumption environment. Three hundred eighty completed questionnaires of Chengdu consumers were collected through the online WeChat platform by random sampling in March 2023. The results showed that personal characteristics, product factors, and consumption environment significantly impacted purchase intention for cosmetic products. In addition, other influencing variables based on trust feeling, purchase propensity, self-confidence, product quality, product preference, brand awareness, emotion rendering, and network trust would also be considered essential for developing satisfaction and values for online shopping platforms of cosmetic products.