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THE RESARCH TARGET
According to the requirements of Brief 2, I chose to research how Chinese social media influences consumers’ purchasing decisions on cosmetics.
BRAINSTORMING
THE RESARCH BACKGROUND
The idea of this project comes from my observation of my friends and family members’ online cosmetics purchasing habits in daily life. I find that many consumers are influenced by online social media information when buying cosmetics, such as advertisements, recommendations from beauty bloggers, etc. This phenomenon may be due to the development of network technology and the popularity of mobile payment.
THE BACKGROUND ANALYSIS
According to the survey report of CNNIC.
As of June 2020, China’s Internet penetration rate reached 67.0%, and the number of mobile Internet users in China reached 932 million, an increase of 35.46 million compared with March 2020. The percentage of Chinese Internet users surfing the Internet through mobile phones has reached 99.2 %.
Along with the above situation, China’s online shopping scale and mobile payment penetration has also gradually increased.
THE SURVEY
According to China’s digital consumer trends, social networking and related content accounts for about two-thirds of all time spent online.
Online social media has gradually become an important channel for brands to market their products. For young consumers, word of mouth on social media has become one of the factors influencing their purchases.
According to the existing network platform with a wide audience, this paper analyzes the platform functionality:
what are the advantages of the platform?
How do young people use these platforms?
It also summarizes the functions of the five online platforms that young people are most concerned about.
THE QUESTIONNAIRE
Through the questionnaire survey to find the range of user groups, to determine the characteristics of user groups. It is planned to collect 100 sample questionnaires
Due to the factors of the epidemic, the questionnaire survey and sample collection were combined online and offline The online questionnaire survey was the main method
INTERVIEWS
According to the main age range and occupation range shown in the questionnaire results, targeted samples were selected for interview Mainly online interviews, combined with offline interviews
Sites: shopping mall ; office building (large flow of people /purchase demand)
DATA ANALYSIS
SUMMARY OF PROBLEMS
Female users (young/students more)
- They love to browse cosmetics information on social media Social media can help them to see what other consumers’ comments
- Think social media is more convenient for them to compare prices
- They like to use different social media to compare information about cosmetics
- More willing to spend time looking for a better price on different social media
- More willing to share information with friends use social media
Male users (young/employees more)
- Think social media can help them reduce the chance of making mistakes
- Online shopping services provided by social media can help them save time
- Cosmetic information provided by social media platforms can help them choose gifts for female friends or family members or clients
PERSONAS
EMPATHY MAP
USER JOURNEY MAP
I chose a typical user (my young sister, a young female college student) to observe the whole process of using social media to buy cosmetics.
This can help us to understand how users receive the influence from social media when they buy cosmetics.
