Verification of the Mediating Effect of Makeup Behavior Change in the Relationship Between Women’s Personal Color Diagnosis and Cosmetics Purchase Intention

This study examines how the experience of personal color diagnosis affects purchase intention and behavioral changes in makeup, and analyzes the sustainability of trends in the beauty industry through personal color. To verify the mediating effect of makeup behavioral changes, data statistical analysis methods such as frequency analysis, factor analysis, descriptive statistical analysis for calculating means and standard deviations, and multiple regression analysis were conducted. Hierarchical regression analysis and the Sobel test were performed to test the mediating effect of makeup behavioral changes in the relationship between awareness of personal color diagnosis and purchase intention. The results of the Sobel test indicate that, in the third step of the Sobel test, makeup behavioral changes fully mediate the relationship between color preference awareness and purchase intention. Analysis results show that the higher the satisfaction with personal color, the more it leads to purchasing behavior. Thus, increasing customer satisfaction through personal color can enhance purchasing power. Although satisfaction in makeup behavioral changes has a greater mediating effect, interest in personal color also mediates this relationship, implying that merely providing the experience and education of personal color diagnosis can increase the probability of purchase. People who have experienced personal color diagnosis are expected to desire makeup services that apply personal colors well-suited to their tones, which is anticipated to increase customer needs in the service sector. Additionally, for companies, there are positive effects on purchasing power, and for artists and designers, opportunities to provide personal color education should be increased to enhance the professionalism of personal color diagnosis education. The popularity of personal color diagnosis, which provides satisfaction, interest, and engagement in makeup within the beauty industry, is expected to continue.