Analyzing Social Media Engagement's Effect on Cosmetics Purchase Decisions: An Empirical Investigation Based on the Theory of Planned Behavior

Given the swift evolution of social media platforms , its impact towards consumers' purchasing behavior of beauty products has become a focus of attention in both academia and industry. Stemming from the TPB, the aim of this research is to investigate the influence mechanism and internal pathways of the focus of social media on the intent to purchase by consumers toward beauty products. The research adopts an online questionnaire survey method, using a five-point Likert scale to measure relevant variables, and systematically analyzes the data through validity and reliability analysis, correlation analysis, linear regression analysis, and mediation effect analysis. Findings show that the focus on social media markedly enhances consumer attitudes, personal standards, and the sense of behavioral influence in buying beauty items. Simultaneously, attitudes, subjective norms, and perceived behavioral control also significantly and positively predict purchase intention. Additionally, the direct effect of social media attention on purchase intention is also important. Further mediation analysis reveals that attitudes, subjective norms, and perceived behavioral control play a partial mediating role both social media attention and purchase intention.