Interplay Between Online and Offline Realms: Examining Influencers’ Impact and Ripple Effects on Beauty Product Sales

This study focuses on the quality of beauty product reviews as online information, aiming to determine their impact on encouraging continued product purchases by users and to explore the simultaneous ripple effects. This study derived a total of 9 hypotheses, examining the relationship between online review information quality, product purchase, and influencers who create reviews, using the expectation confirmation model and the quality–value–satisfaction–loyalty mechanism. Simultaneously, this study sought to examine the process by which the formation of trust in influencers impacts the intention to purchase other products they recommend. The research results indicate that online review quality positively influences perceived value, satisfaction, and repurchase intention when the expectations for a product match reality. Furthermore, both the confirmation of online reviews and satisfaction with the product facilitate the transition from online to offline and back, which in turn generates ripple effects. The results of this study not only add clarity to the interrelationship between online and offline contexts but also provide implications for businesses in formulating strategies to leverage influencers for product sales.