The Mediating Effect of Appearance Interest on the Relationship Between Xiaohongshu Beauty Information and Purchase Intentions for Skin Aesthetic Procedures and Cosmetic Surgery in Among Chinese MZ Generatiom Women

This study empirically analyzed the mediating effect of appearance interest in the relationship between Xiaohongshu beauty information and skin aesthetic procedures and cosmetic surgery purchase intentions among Chinese MZ generation women. Xiaohongshu beauty information, skin aesthetic procedures and cosmetic surgery purchase intentions, and appearance interest perceived by Chinese MZ generation women were all found to be above the moderate level. This suggests that MZ generation women show high interest in appearance, actively explore reliable and interesting beauty information on Xiaohongshu, and form positive purchase intentions accordingly. Xiaohongshu beauty information perception was positively associated with skin aesthetic procedures and cosmetic surgery purchase intentions, with appearance interest mediating this relationship. Therefore, Xiaohongshu should strengthen real experience reviews and personalized content, and beauty brands should continuously provide professional information to enhance brand trust. The limitation of this study is the restricted sample focusing on MZ generation women. Future research needs more in-depth investigations through subdivision by gender, region, occupation, and exploration of various variables.