This study aims to explore the mediating role of video content credibility in the internet celebrity endorser credibility and purchase intention, and further examine the moderating effect of this mediation mechanism when propensity to trust and sensation seeking are the first and second stage moderating roles respectively. This study collected 400 users who have continued to pay attention to beauty YouTubers as valid samples through online questionnaires. The research found that: 1. The internet celebrity endorser credibility has a positive impact on purchase intention. 2. The video content credibility can mediate the positive relationship between celebrity endorser credibility and purchase intention. 3. The propensity to trust has a positive moderating effect on the positive relationship between celebrity endorser credibility and video content credibility. 4. Sensation seeking positive moderating effect on the positive relationship between the video content credibility and purchase intention. 5. Through video content credibility, the positive relationship between celebrity endorser credibility and purchase intention is the strongest when propensity to trust and sensation seeking are both high.
