The Influence of Celebrities on Impulse Buying Behavior in the Cosmetics Industry: The Moderating Effect of Risk Perception

This study discusses the factors influencing consumers' impulse buying behavior under the influence of celebrities. Furthermore, understanding the relationship between impulse buying behavior, risk perception, and cognitive dissonance helps marketers intelligently integrate these factors into their marketing strategies. The survey was conducted on 300 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that the factors of Attractiveness of Celebrity Endorsers, Celebrity Expertise, and Celebrity Trustworthiness all play significant roles in consumers' impulse buying behavior. The study also demonstrates the relationship between impulse buying and cognitive dissonance, as well as the moderating effect of risk perception on the relationship between impulse buying and cognitive dissonance. This opens new opportunities to optimize the effectiveness of using celebrities in marketing strategies.