AbstractThe current consumption concept of residents has changed due to the improvement of living standards, and cosmetics have become an indispensable product in consumers' lives. The cosmetics industry has now become one of the fastest growing industries in the country, and at the same time, it is still maintaining a trend of rapid growth. In the past few years, as consumers have increasingly favored the special effects of cosmetics, the market share of functional cosmetics has gradually increased over time, and products generally have a higher profit margin. Various cosmetic giants in the industry have been attracted and made large-scale investments in this market in an attempt to get a share of the functional cosmetics sector.This article takes functional cosmetics as an example, uses theoretical research and empirical analysis to confirm each other, on the basis of summing up the achievements of previous people, in-depth research on the price, brand awareness, and online opinion leaders' willingness to purchase functional cosmetics Influence and use ANOVA to process the data and draw a final conclusion.The conclusions of this study are as follows: (1) Compared to high-priced products, consumers are more inclined to buy low-priced products (2) Compared to unknown brands, consumers are more inclined to buy products of well-known brands (3) Compared to Consumers prefer products that are not recommended by opinion leaders (4) In acne cream, the interaction between brand awareness and opinion leaders has a significant impact on consumers ’purchase intentions. When consumers want to buy products of unknown brands, they are more willing to buy products recommended by opinion leaders than products that are...
