The Relationship between Perception of New Domestic Skin Care Products and Purchase Intention —— Based on the Moderation of Conscientiousness

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Perceived value-perceived risk framework is the mainstream framework in consumer behavior and marketing research. Based on this framework, this paper expounds consumer's perceived value and perceived risk of new domestic skin care products, and analyzes its dimensional composition. On this basis, this paper introduces the moderating variable of conscientiousness, and applies regression analysis to test the influence of perceived value and perceived risk on purchase intention, and the moderating effect of conscientiousness between consumers' perception and purchase intention. The findings are as follows: 1. Perceived value includes quality value, social value and cost value; Perceived risk includes financial risk, physical risk and time risk; 2. Perceived value has a significant positive impact on consumers' purchase intention, which is the key path to affect consumers' purchase intention, and its main driving factor is social value; 3. Perceived risk has a significant negative impact on consumers' purchase intention, and its main driving factors are time risk and financial risk; 4. Personality traits-conscientiousness has a significant positive moderating effect on perceived value and purchase intention, while conscientiousness has a significant negative moderating effect on perceived risk and purchase intention.