Effects of Makeup Motivation and Implicit Self-Theory on Beauty Product Use and Purchase

Abstract

Purpose: In this study, we investigate how makeup motivation affects the use and purchase of beauty products. We attempt to uncover the underlying dimensions of makeup motivation. We further investigate how makeup motivation plays different roles depending on the individual differences based on implicit self-theory (IST). Methods: We recruited 320 respondents, and the administered questionnaire was based on extant literature. The SPSS statistical program was used to analyze the data. We conducted factor analysis and reliability test to confirm the validity and reliability of our measures. Multiple regressions were used to test research questions, and moderated regression was used to examine the moderating roles of IST. Results: Makeup motivation consisted of three dimensions: trend, assimilation, and personality motivations. While trend and personality motivations significantly affected the overall use of beauty products, trend motivation had the strongest effect. We also categorized beauty products into three categories: skin, color, and hair products. While trend and personality motivations had similar effects on skin and hair products, we found that color product use was mainly driven by trend motivation. The analyses of the moderating roles of IST suggest that entity theorists had stronger personality motivation and incremental theorists had stronger trend motivation. Conclusion: Trend and personality motivations significantly affected overall product use. While color product use was driven by trend, both trend and personality affected skin and hair product uses. Based on IST, entity theorists had stronger personality motivation and incremental theorists had stronger trend motivation while using beauty products.