What does this research mean for the field?

Personal color perception, particularly preference perception and external advice, significantly and positively influences color cosmetics purchase decision-making and subsequent purchase satisfaction among adult women. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To investigate how adult women's personal color perception influences their cosmetic purchase decision-making and subsequent purchase satisfaction.

August 28, 2026Journal of the Korean Society of Cosmetology

The Effect of Adult Women’s Personal Color Perception and Color Cosmetics Purchase Decision-Making on Purchase Satisfaction

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To investigate how adult women's personal color perception influences their cosmetic purchase decision-making and subsequent purchase satisfaction.
Administered an online survey to adult women aged in their twenties to sixties residing in Gwangju, South Korea (N=231).
Conducted descriptive statistics, factor analysis, reliability testing, correlation analysis, and multiple regression analysis using SPSS 25.0.
Personal color perception significantly and positively predicted purchase satisfaction, with external advice having the strongest influence, followed by preference perception and direct perception.
Purchase decision-making dimensions positively affected purchase satisfaction, with product factors exerting the largest effect, followed by evaluation and brand factors.

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Implication

Survey study reveals personal color perception and product attributes drive cosmetics purchase satisfaction in adult women, highlighting the value of personalized beauty marketing.

Cite This Study

Koo et al. (2026) studied this question.

synapsesocial.com/papers/6a914613d15324a1df3a969e https://doi.org/10.52660/jksc.2026.32.4.1024

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Implication

Survey study reveals personal color perception and product attributes drive cosmetics purchase satisfaction in adult women, highlighting the value of personalized beauty marketing.

The Effect of Adult Women’s Personal Color Perception and Color Cosmetics Purchase Decision-Making on Purchase Satisfaction

Key Points

Discussion

Implication

Cite This Study

The Effect of Adult Women’s Personal Color Perception and Color Cosmetics Purchase Decision-Making on Purchase Satisfaction

Key Points

Discussion

Implication

Cite This Study

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