The Effects of Benefits Sought for Cosmetics on Motivation to Purchase Cosmetics in Middle-Aged Chinese Women

Abstract

The purpose of this study is to investigate the effects of benefits sought for cosmetics on motivation to purchase cosmetics in middle-aged Chinese women in their forties and fifties who have high cosmetics consumption to seek for young and beautiful life with economic stability. 179 questionnaires were used to examine general characteristics, benefits sought for cosmetics, and motivation to purchase cosmetics using WeChat and Wenjuanxing program from March 05 to 15, 2022. Data analysis was conducted via SPSSWIN 21.0 with frequency analysis and factor analysis to test validity. Reliability was assessed by Cronbach’s  coefficient. Descriptive statistics analysis, correlation analysis, and multiple regression analysis were also conducted. Analysis results were as follows. The 40s age group(age), married(marital status), high school graduation(education), and white collar, professional, and service workers(occupation) were common. 0.5~1 million won(monthly income). The factor means of benefits sought for cosmetics were 3.95 points for trend-chasing, 3.94 points for brand popularity, 3.95 points for product performance, 3.98 points for appearance enhancement, and 3.91 points for scarcity-chasing. The factor means of motivation to purchase cosmetics were 4.05 points for trend- and other-oriented, 3.96 points for product change, 3.90 points for skin care and esthetic, and 4.01 points for economic. The benefits sought for cosmetics had a positive(+) correlation with motivation to purchase cosmetics in trend-chasing, brand popularity, product performance, appearance enhancement, and scarcity-chasing. It suggests that all factors of the benefits sought for cosmetics had a high effect on all factors of the motivation to purchase cosmetics. Based on the findings of the study, benefits sought for cosmetics has a great effect on motivation to purchase cosmetics in middle-aged women. They have a very high tendency to purchase cosmetics based on scarcity and the value of product performance. Therefore, this study will contribute to presenting basic data for marketing strategy to promote middle-aged women’s cosmetics purchase.