The Effect of Expectations for Appearance Management on Cosmetic Behavior and Intention to Purchase Colorful Cosmetic Products due to Not Wearing a Mask

Abstract

Through this, the purpose of this study is to examine the various effects of not wearing a mask in recent years by examining the effect of makeup behavior and the expected value on appearance due to not wearing a mask, and examining the relationship between makeup behavior and purchase intention of color cosmetics. Through this, the purpose of this study is to examine the various effects of not wearing a mask in recent years by examining the effect of makeup behavior and the expected value on appearance due to not wearing a mask, and examining the relationship between makeup behavior and purchase intention of color cosmetics. In order to achieve this objective, 300 women in their 20s and 40s who are sensitive to their appearance were selected from August 26, 2022 to August 30, 2022, using a non-probability sampling method called Convenience Sampling. Data were collected through an Internet-specialized survey company and used in the final thesis. Frequency analysis, factor analysis, reliability test, descriptive statistical analysis, and linear regression analysis were performed using SPSS 18.0 to examine the effect on the expected value of appearance management, makeup behavior, and purchase intention of color cosmetics. As a result of examining the effect of appearance management expectations on makeup behaviors, self-satisfaction expected values are in line with conformity-seeking makeup behaviors, fashion-seeking makeup behaviors, personality-seeking makeup behaviors, change-seeking makeup behaviors, and relationship-seeking makeup behaviors. In pursuit of makeup behavior, fashion-seeking makeup behavior, change-seeking makeup behavior, show-off makeup behavior, relationship-seeking makeup behavior, and conformity-seeking makeup behavior, fashion-seeking makeup behavior, individuality-seeking makeup behavior, show-off makeup behavior, these were found to have an effect on relationship-seeking makeup behavior. Next, as a result of examining the effect of makeup behavior on purchase intention of color cosmetics, fashion-seeking makeup behavior affects both base makeup and point makeup. In conclusion, we can confirm that it is possible to predict the change in the color cosmetics market as not wearing a mask increases the expected value of appearance and affects the makeup behavior. Accordingly, in the beauty industry, it is necessary to develop detailed services and various products that meet the needs of consumers. Furthermore, as the expectations of men's appearance are increasing in line with the expectation of not wearing a mask as a future study, it seems that a study comparing men and women should be conducted.