This study investigated the effect of users on the purchase intention of YouTube
beauty channel after viewing the YouTube beauty channel with different
motivations and requirements, and investigated whether the satisfaction had
mediating effect on the previous relationship. The research method adopts the
Internet questionnaire survey method. Because this study is a preliminary study,
there are 1,112 valid questionnaires recalled in total with female being the research
object. The results showed that users' different motivations, needs, as well as their
trust on YouTuber, would have different degrees of impact on their willingness to
purchase because of the difference in satisfaction. This study hopes to make some
contributions in the field of e-commerce, giving some references and suggestions
for the following researchers who would like to explore the trend of beauty makeup.