Multidimensional synergy and single backlash: an analysis of the mechanism by which streamer persona characteristics influence Generation Z consumers' willingness to purchase beauty products

With the rapid development of the Internet, live-streaming e-commerce has become the core channel for beauty brands to reach the Generation Z consumer group. This paper mainly studies how the host persona, as the core carrier of personalized marketing, has a significant differential impact on consumers' purchase intentions. This paper takes the S-O-R theory as the core analytical framework, and uses the literature analysis method and case comparison method to analyze the differences in the mechanism of action of multi-dimensional innovative personas and single extreme personas on the purchase intentions of Generation Z beauty products. The research finds that a multi-persona structure with professionalism, authenticity, affinity, and value resonance can form a positive superimposition effect, effectively enhancing consumers' trust and purchase intention; while overly relying on a single traffic label and an unbalanced personality image of a flat persona is likely to cause psychological disparity and marketing resistance among the audience, thereby leading to the phenomenon of persona backlash and significantly suppressing the purchase intention for beauty products. The research conclusions can provide theoretical references and practical ideas for the construction of personas and risk prevention in the beauty live-streaming industry.