The Influence of Appearance Awareness on Makeup Behavior and Cosmetics Purchase Behavior in Young Women in their 20s

Abstract

This study attempted to empirically analyze the influence of appearance awareness on makeup behavior and cosmetics purchase behavior against young women in their 20s and provide basic data needed for cosmetics marketing. In terms of the effects of appearance awareness on makeup behavior, as ‘social characteristics’ increased, ‘instrumentality’ and ‘conformity’ improved. In addition, as ‘social characteristics’ and ‘appearance interest’ increased, ‘trend’ drew more attention. As ‘social characteristics’, ‘appearance interest’ and ‘appearance confidence’ increased, ‘interpersonal orientation’ and ‘ostentation’ were higher. In the effects of appearance awareness on cosmetics purchase behavior, as ‘social characteristics’ increased, ‘ostentatious buying’ was higher. As ‘social characteristics’ and ‘appearance confidence’ were higher, ‘rational purchase’ increased. As ‘appearance interest’ and ‘appearance confidence’ rose, ‘brand-centric habitual buying’ became more common. As ‘social characteristics’ increased, ‘trend-oriented purchase’ rose. In terms of the influence of makeup behavior on cosmetics purchase behavior, as ‘conformity’, ‘ostentation’ and ‘personality’ increased, ‘ostentatious buying’ was higher. As ‘personality’, ‘trend’ and ‘conformity’ rose, ‘rational purchase’ increased accordingly. As ‘personality’, ‘ostentation’ and ‘interpersonal orientation’ increased, ‘brand-centric habitual buying’ became more common. As ‘instrumentality’, ‘conformity’ and ‘personality’ rose, ‘trend-oriented purchase’ also increased.

A Study on Personalized Beauty Care for the Elderly Using an AI-based Digital Skin Analysis System

“…confirmed that the type of mask used during the pandemic affects skin changes and psychological state, and that skin changes due to Covid-19 affect the type of cosmetics consumption, focusing on adult men and women. Lee & Yun (2022) reported that higher appearance perception of women in their 20s influenced their makeup behavior and cosmetics purchase behavior. Lim & Kim (2021) reported that COVID-19 risk perception among women in their 20s and 30s influenced their sense of prevention efficacy and beauty healthcare behavior.…”

The Effect of Female College Students' Personal Color Perception on Colorful Cosmetics Purchase Behavior and Appearance Management Behavior

“…, 메이크업 행동이 높아 질수록 화장품 구매의도와 외모관리행동에 적극적이라는 연구 가 있다 (Lee & Kim, 2020;Ryu & Han, 2021) (Kim, 2023). 퍼스널컬러는 태어나면서부터 타 고나는 자신만의 색을 뜻하며 이는 피부색과 머리카락색 등에 의해 결정되는데, 자신의 피부색, 머리카락색에 따라 어울리는 색은 자신만의 개성을 만든다 (Park et al, 2017).…”