The Mediating Effect of the Perceived Value in the Relationship Between the Self-Paced Motivation of Purchase of Beauty Device and the Intent to Use Continuously for Middle-Aged Women BODILY

Purpose: The purpose of this study is to examine whether the motivation of purchase of the self paced beauty device of middle-aged women s body has any effect on the perceived value and the intent to use continuously. In particular, since the expansion of the self-beauty management in the women s market and the cost-effectiveness due to the COVID-19 turned increasingly important, it is sought to analyze the motivation of purchase for the products and develop the products meeting the consumer needs of the middle-aged women to develop a differen-tiated marketing strategy for the self-beauty devices, and offer assistance for the basic data to improve the con-sumption value of the continuous use by the middle-aged women. Method: The subjects of this study were middle-aged women aged 35 to 65 experienced in the self-paced beauty devices,, and to validate the research issue, 523 copies of online questionnaires were utilized for 17 cities and provinces across the nation by using the SPSS 25.0 and AMOS 25.0 programs, and in order to examine the validity of the observed variables forming the latent variables, the confirmatory factor analysis was performed to examine the convergent validity and the discriminant validity while the structural equation model was used to validate the inter-variable direct effect and indirect effect. Results: As a result of the analysis performed, it turned out that effectiveness(β=.505, p<.001), reliability(β=.352, p<.001), and aesthetics(β=.072, p<.05) influenced the perceived value by the motivation of purchase, and it turned out that reliability(β=.438, p<.001) and effectiveness(β=.418, p<.001) influenced the intent to use continu-ously by the motivation of purchase. Based on the results of this study, it turned out that the higher the motiva-tion of purchase and the larger the perceived value, the greater the intent to use continuously, and in particular, aesthetics, effectiveness, and reliability turned out to be important factors for the sub-factors of the motivation of purchase. Conclusion: Based on the results of this study, it turned out that the higher the motivation of purchase and the larger the perceived value, the greater the intent to use continuously, it is evident that the functional value and psychologi-cal value of the perception granted to the products by the variable of the motivation of purchase are crucial in determining the intent to use continuously the self-paced beauty devices for the middle-aged women’s body and maintaining the consumers. It is also meaningful in that, since the changes in the self-beauty management device market due to the COVID-19 is expected to further expand, it offers implications useful for the beauty device in-dustry according to the motivation of purchase for the consumption value as a detailed sustainability strategy for providing the customized beauty device services satisfying the needs of the consumers.