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.