大学生对明星代言美妆产品购买意愿的影响因素研究
大学生对明星代言美妆产品购买意愿的影响因素研究
摘  要
根据国家统计局给出的数据，在中国，美妆产品市场最近几年的销售份额已经超过了数千亿人民币， 美妆产品市场的增长速度比同期的国内GDP涨速还要快，再加上中国的经济不断发展，我们国家已经成为了世界第二大美妆产品市场。
随着国内以及全球美妆产品市场的快速发展，美妆产品市场之间将会有越来越激烈的同行竞争，美妆产品企业如果想要站得住脚，实现利润最大化，就要必须得把握消费者的购买特性，并研究消费者的购买意愿，然后再针对这些制定适合自己企业的营销策略。
在市场上各类美妆产品琳琅满目的今天，消费者往往会因为一些简单的因素影响而去选择购买那一样美妆产品，而在功能、价格都差不多的情况下，选择自己好感或是喜欢的明星代言的产品就是其中一个十分重要的因素。在这种状况下，有很多美妆企业会把选择明星代言的策略来提升自己的品牌。
其次，大学生已经成为了特殊的消费体，他们一般还没有形成品牌偏好也没有特别的品牌忠诚度，所以企业更加容易向他们销售自己的产品，并且培养忠诚度，因此，不少企业会选择大学生作为目标顾客。
本文通过发放问卷，然后构建spss模型，寻大学生对明星代言美妆产品购买意愿的影响因素。在调研过程中，运用几个网络社交平台随机发放问卷，在获得的样本数据的基础上运用spss软件进行统计分析，然后再依次做出本次调研的描述性分析、信度检验分析、效度检验分析、相关性检验分析，以此判断调查问卷的题目的设计以及最终结果是否符合最初的假设。
关键词：明星代言；美妆产品；购买意愿；市场营销
Research on the influencing factors of college students' purchase intention of beauty products endorsed by stars
Abstract
According to the data provided by the National Bureau of statistics, in China, the market sh
are of beauty products has exceeded hundreds of billions of RMB in recent years. The growth rate of the market of beauty products is faster than that of the domestic GDP in the same period. Coupled with the continuous development of China's economy, our country has become the second largest market of beauty products in the world.
With the rapid development of domestic and global beauty products market, there will be more and more fierce competition among the beauty products market. If beauty products enterprises want to stand firm and maximize profits, they must grasp the purchase characteristics of consumers, study the purchase intention of consumers, and then formulate marketing strategies suitable for their own enterprises.
Today, there are many kinds of beauty products in the market, consumers often choose to buy the same beauty products because of some simple factors, and in the case of similar functions and prices, choosing their favorite products or star endorsements is one of the very important factors. In this situation, there are many beauty companies will choose the strategy of star endorsement to improve their brand.
Secondly, college students have become a special consumer group, they generally have not formed a brand preference nor a special brand loyalty, so enterprises are more likely to sell their products to them, and cultivate loyalty, so many enterprises will choose college students as their target customers.
In this paper, through the questionnaire, and then build the SPSS model, to find out the influencing factors of College Students' purchase intention of star endorsement beauty products. In the process of investigation, the questionnaire was randomly distributed on the network. On this basis, SPSS software was used to make statistical analysis of this investigation, and then descriptive analysis, reliability test analysis, validity test analysis, correlation test analysis were made to determine whether the design of the questionnaire topic and the final results conform to the original assumptions.
Keywords: Star endorsement; beauty products; purchase intention; marketing
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