This study examines the influence of characteristics of product groups on the purchase intention of consumers in their 20s according to the showhost attributes in China. To achieve this objective, the research develops and tests amodel based on 8 hypotheses. In order to test the hypotheses, the study adopts a 2×2 between-subjects factorial design and uses the scenario experiment method. The show host (ordinary people, celebrities) is set as the independent variable, and the characteristics of product groups (utilitarian products, hedonic products) are set as themoderating variable. The ancillary variable is the purchase intention and preference of consumers in their 20s. Data is collected by the questionnaire and 200 valid questionnaires are used for statistical analyses. The data analysis uses descriptive statistical analysis, analysis of variance and t-test. The results of the analysis are presented as follows: First, celebrities have more influence on the purchase intention and preference of consumers in their 20s than ordinary people. Second, for the consumers in their 20s, hedonic products have higher purchase intention and preference than utilitarian products. Then, in the case of utilitarian products, ordinary show hosts have a greater impact on the purchase intention and preference of the consumers in their 20s, and ordinary showhosts also prefer to promote the sale of utilitarian products. However, for celebrity showhosts, it is more attractive to advertise hedonic products. Therefore, when promoting the sale of products, enterprises should select show hosts based on the characteristics of products to reduce unnecessary expenses and obtain better publicity effects.