Creation of PUBLIC VALUE Service: The Effect of Cosmetics Consumption Needs on the Motive to Purchase Customized Cosmetics -With the Perception of Customized Cosmetics Dispensing Managers as a Moderating Effect-
Purpose: This study tried to analyze the relationship between the desire to consume cosmetics and the motivation to purchase customized cosmetics. In the relationship between these variables, the relationship between the perception of the customized cosmetics dispensing manager, who promotes the consumption desire, as a moderating effect, on the purchase motive for customized cosmetics was confirmed. The purpose is to expand the consumption of customized cosmetics and to present the public service value of the customized cosmetics system. Method: A total of 561 questionnaires were used online for men and women of age of 10 to 69 who have purchased cosmetics nationwide. SPSS 22.0 was used as an empirical analysis method, and analysis was performed using multiple regression analysis and process macros. In order to find out the moderating effect of the perception of customized cosmetics dispensing managers, an analysis was conducted using Process Macro No. 59 model proposed by Hayes(2012). Results: First, it was revealed that the independent variable, the desire to consume cosmetics, and the dependent variable, the purchase motive for customized cosmetics, had a significant positive effect and a significant influence relationship between the variables. Second, the perception of the customized cosmetics dispensing manager is to motivate the purchase of customized cosmetics so that the brand/self-expression needs, the relationship/ride needs, the nature-friendly needs, and the pleasure needs are satisfied in a reasonable way in the relationship between the cosmetic consumption needs and the customized cosmetics purchase motivation. A modulatory effect in which an important inducing action is performed was confirmed. As a result, it was found that the influence of cosmetics consumption motives on the purchase motive of customized cosmetics is stronger when the customized cosmetics dispensing manager is known. Conclusion: As a result of the study, it was confirmed that it is a factor that promotes the desire to consume cosmetics by satisfying the effectiveness of products according to the professionalism and trust of the customized cosmetics dispensing manager. In other words, the confirmation of the moderating effect of the perception of the customized cosmetics dispensing manager is to secure the safety of the ingredients and functions of cosmetics that can be induced by consumer claims in the process of cosmetic consumption desire leading to consumption behavior. These results can be said that the customized cosmetic system showed public service value. In addition, by revealing that the higher the awareness of the customized cosmetics dispensing manager, the higher the motivation to purchase customized cosmetics. This suggests the need for a differentiated marketing strategy.
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