The Effects of Interest in Cosmetology Videos on Cosmetics Purchase Intention and Behavior in Young Women in their 20s

Abstract

This study attempted to investigate the influence of cosmetology videos on cosmetics purchase intention and behavior among young women in their 20s, and the results found the following: The rise of interest in cosmetology videos had a positive effect on cosmetics purchase intention and behavior, and the influence was higher as the respondents were younger/more educated and their cosmetics purchase interval became faster. Compared to other women, women in their 20s revealed high cosmetics purchase intentions in pursuit of brand, price consideration, purchase sustainability, and change of pace. Young women tend to reveal their manners and express values through makeup. In general, they love functional cosmetics. In addition, they prefer low-price brands to renowned brands. According to the analysis of correlations between variables, a positive influence was found in the following with statistical significance: interest in cosmetology videos and cosmetics purchase intention, interest in cosmetology videos and cosmetics purchase behavior, cosmetics purchase intention and cosmetics purchase behavior. Keywords: Cosmetics Purchase Behavior; Cosmetics Purchase Intention; Interest in Cosmetology Videos; Women in their 20s