Study on the Influencing Factors of Live Skin Care Products Marketing in Airlines

Jin Zeng; Yuhan Cheng; Xiangyu Yang; Yuyang Lin; Renyu Zuo; Qin Yu

doi:10.2991/978-2-38476-277-4_210

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Study on the Influencing Factors of Live Skin Care Products Marketing in Airlines

Authors

Jin Zeng¹^{, *}, Yuhan Cheng¹, Xiangyu Yang¹, Yuyang Lin¹, Renyu Zuo¹, Qin Yu¹

¹Geely University, Chengdu, China

^*Corresponding author. Email: zengjin@bgu.edu.cn

Corresponding Author

Jin Zeng

Available Online 2 September 2024.

DOI: 10.2991/978-2-38476-277-4_210 How to use a DOI?
Keywords: Airline Company; Skin Care Products; Live Broadcast Marketing
Abstract: In recent years, some airlines have used "low-cost brands" to broadcast skin care products to attract consumers to pay, but consumers still disagree about the products of airlines. In order to understand the main driving force of the purchase decision of skin care products consumers in the airline broadcast room, this paper conducted a questionnaire survey. A total of 399 questionnaires were issued, and the number of valid questionnaires was 368, with an effective rate of 92.23%. Based on the construction of structural equation model and the analysis of the influencing factors of consumers 'purchasing decisions, the research results show that content quality is the main driving force to promote consumers' purchasing decisions, the influence of platform is second, the interactive experience and personal charm of anchors, and the incentive mechanism has the least influence on consumers' purchasing decisions.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 2 September 2024
ISBN: 978-2-38476-277-4
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-277-4_210 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - Jin Zeng
AU  - Yuhan Cheng
AU  - Xiangyu Yang
AU  - Yuyang Lin
AU  - Renyu Zuo
AU  - Qin Yu
PY  - 2024
DA  - 2024/09/02
TI  - Study on the Influencing Factors of Live Skin Care Products Marketing in Airlines
BT  - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
PB  - Atlantis Press
SP  - 1863
EP  - 1870
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-277-4_210
DO  - 10.2991/978-2-38476-277-4_210
ID  - Zeng2024
ER  -

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