The Effect of Selective Attributes of Customized Cosmetics on Purchase Intention: Focusing on the Mediating Effect of Perceived Natural Raw Materials

Abstract

Purpose: This study presents the direction for the development of the cosmetics industry and the revitalization of the customized cosmetics industry. By using natural raw materials that are harmless to the human body as raw materials for customized cosmetics, It was conducted with the aim of raising positive awareness among consumers and inducing purchases. Customized cosmetics can contribute to solving the problem of the unemployed as small-scale start-ups are possible, Since only those with professional qualifications can manufacture customized cosmetics, We want to research how we can fulfill consumers' desire for safety and their desire to own cosmetics that are right for their skin.
 Method: A total of 306 questionnaires were administered to men and women in their 20s and 60s who had experience in purchasing cosmetics living in Korea, and a frequency analysis, descriptive statistical analysis, exploratory factor analysis, and reliability analysis using Cronbach's alpha coefficient were conducted using SPSS 25.0 program as the analysis data, and an independent sample t test was conducted to test the hypotheses. We also conducted correlation analysis, multiple regression analysis, and mediation analysis using SPSS process macros to verify mediation effects.
 Results: First, it can be said that the higher the Awareness of selective attributes and Reliability of selective attributes of customized cosmetics, the higher the Purchase intention. Second, emphasizing the use of natural ingredients in the formulation of customized cosmetics will further enhance purchase intent. Third, since the awareness of customized cosmetics is high enough, supporting it in various ways will not only expand the market, but also allow customers to purchase customized cosmetics with confidence. Fourth, it means that the trust in the customized cosmetics formulation manager who received professional education the state had a positive effect on the choice of customized cosmetics.
 Conclusion: Using natural raw materials for customized cosmetics can contribute to solving international environmental problems, For the first time in the world, only those with professional qualifications can prepare customized cosmetics. It will be able to satisfy consumers' desire to own cosmetics that are safe and suitable for their skin. Therefore, in a situation where customized cosmetics are attracting worldwide attention, this study aims to increase consumers' positive awareness and help skin health by using harmless natural raw materials as raw materials for customized cosmetics. It will be able to suggest a direction as a new growth engine for K-beauty, Even as an international subject, it is considered to have original value.