Organic Skin Care Products Trust and Purchase Behavior of Gen Z Women in Chinese Social Media

Xiaotong Kuang; Nutteera Phakdeephirot

doi:10.54097/8feh8602

Authors

Xiaotong Kuang
Nutteera Phakdeephirot

DOI:

https://doi.org/10.54097/8feh8602

Keywords:

Social Media, Gen Z Women, Organic Skincare, Consumption Intention, Consumer Black Box Theory

Abstract

This study constructs a theoretical model of Gen Z women's organic skincare consumption intention by integrating the Consumer Black Box Theory, taking social media characteristics (usefulness, dependence, participation, responsiveness, connectivity) as independent variables and purchase intention as the dependent variable. A quantitative research method with an online questionnaire survey was adopted to collect 411 valid samples of Gen Z women who have access to organic skincare information through social media. Descriptive statistics, reliability analysis, validity analysis, factor analysis, correlation analysis and regression analysis were used to process and analyze the data. The results show that all five dimensions of social media characteristics have a significant positive impact on Gen Z women's organic skincare purchase intention, among which participation and connectivity have the most prominent direct impact. Based on the research conclusions, targeted suggestions are put forward for organic skincare enterprises from the aspects of product R&D, content marketing, social interaction optimization, and platform function improvement, so as to help enterprises accurately reach the consumption demand of Gen Z women and improve market share.

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