The Impact of Middle-Aged Women’s Use of SNS Beauty Information on Color Cosmetics Purchasing Behavior and Purchase Satisfaction

This study aimed to empirically investigate the impact of SNS beauty information use on color cosmetics purchase behavior and purchase satisfaction, and further analyze the structural relationship between purchase behavior and purchase satisfaction. The results are as follows. First, SNS beauty information use was found to have a significant impact on color cosmetics purchase behavior. In particular, SNS information characteristics such as “up-to-date sharing,” “information usefulness,” and “information diffusion” had a positive (+) effect on purchase behavior factors such as brand pursuit, price consideration, purchase continuation, and mood change. This implies that SNS is an important influencing factor that promotes purchase behavior by simultaneously stimulating consumers’ cognitive judgment and emotional motivation, beyond being a simple information delivery medium. Second, the use of beauty information on social media was found to have a direct impact on satisfaction with color cosmetics purchases. Specifically, greater sharing of up-to-date information, greater usefulness of information, and greater dissemination of information tended to increase consumer satisfaction. This suggests that prior expectations and trust in information formed through social media play a role in enhancing satisfaction by inducing positive congruence with actual product use experiences. Third, color cosmetics purchase behavior was found to have a significant impact on purchase satisfaction. Among these, price considerations, purchase continuation, and mood-altering factors were identified as key variables explaining purchase satisfaction. This demonstrates that purchases based on rational consumption judgment, repeated purchase experiences, and consumption driven by emotional motivation are more likely to lead to positive consumer evaluations. In other words, color cosmetics consumption is a consumption area where not only functional utility but also emotional satisfaction and the desire for self-expression interact. This study demonstrates that the use of beauty information on social media influences purchasing behavior and satisfaction, acting as a key antecedent variable contributing to the formation of purchase satisfaction. This finding demonstrates that the cosmetics purchase decision-making process is undergoing multidimensional transformation as consumers’ information search methods evolve in the digital media environment.