Author(s)

Zhichao Liu, Jiahui Ling

School of Business Administration, South China University of Technology, Guangzhou, China.

The experience economy is known as the latest economic development model in the 21st century, accompanied by a high degree of attention and research on experiential marketing. This paper aims to study the influencing factors of consumers’ purchase intention in experiential promotion by taking the offline promotion as the foothold and taking the skin care market as the starting point. This study refers to the previous research on the scale of experience and the intention of purchasing, to design questionnaires and conduct targeted consumer research. Factor analysis is used to extract the factors with high correlation of each dimension. At the same time, regression analysis is used to test whether the four dimensions of experiential promotion have an impact on customer purchase intention. This concludes the main factors affecting consumers’ purchase intentions in experiential promotion activities, and provides reference for the long-term development of experiential promotion activities and skin care products industry.

Experience Marketing, Experiential Promotion, Purchase Intention, Skin Care Industry

Liu, Z. and Ling, J. (2019) Research on Influencing Factors of Purchase Promotion Intention Based on Skincare Industry. Modern Economy, 10, 1033-1047. doi: 10.4236/me.2019.103069.