The Mediating Effect of Seller Trust on the Relationship between Consumption Value of Aesthetic Cosmetics and Purchase Behavioral Intention

The beauty industry has evolved from emphasizing physical appearance to serving as a means of social and cultural expression, leading to rapid growth in the aesthetic cosmetics market. Unlike mass-market cosmetics, aesthetic cosmetics provide customized skin care solutions through high-performance ingredients and professional application, making seller expertise and trust critical factors in consumers’ purchase decisions. This study examined the effects of the consumption value of aesthetic cosmetics on purchase behavioral intention and investigated the mediating role of seller trust. An online survey was conducted among consumers aged 20–50 years with experience using aesthetic cosmetics. Of the 256 questionnaires collected, 241 valid responses were analyzed using SPSS 27.0. The questionnaire measured consumption value, seller trust, purchase behavioral intention, aesthetic cosmetic-related characteristics, and demographic characteristics. The results showed that functional value and self-expressive value significantly increased seller trust, with self-expressive value exerting the strongest effect. Emotional value and social value did not significantly influence seller trust. Seller trust had a significant positive effect on purchase behavioral intention. Among the consumption value dimensions, only self-expressive value directly and positively affected purchase behavioral intention. Mediation analysis further revealed that seller trust partially mediated the relationship between consumption value and purchase behavioral intention, and the indirect effect was confirmed through bootstrapping. These findings suggest that emphasizing both the functional efficacy of aesthetic cosmetics and their ability to enhance consumers’ self-image, dignity, and self-esteem can effectively strengthen purchase intentions. Moreover, building seller trust through professionalism and credibility, rather than relying on short-term promotional strategies, is essential for sustainable consumer relationships. This study provides practical implications and foundational evidence for developing effective marketing and sales strategies in the aesthetic cosmetics industry.