20~50대 여성의 색조화장품 사용 태도가 외모 만족도를 매개로 외모 인식과 구매 의도에 미치는 영향

Effects of the Attitude of Women in Their 20s and 50s to Use Color Cosmetics on Their Appearance Perception and Purchase Intention Through Appearance Satisfaction

In modern society, the role of color cosmetics has become increasingly important due to the active participation of women in social activities and their growing interest in appearance. This study aimed to empirically examine how women’s attitudes toward using color cosmetics influence their appearance perception and purchase intention, with appearance satisfaction serving as a mediating factor. A survey was conducted among 306 women aged 20 to 50 residing in the Seoul metropolitan area. Data were analyzed using SPSS and AMOS version 26.0, and confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed. The findings revealed that a positive attitude toward using color cosmetics significantly affects appearance perception, appearance satisfaction, and purchase intention. Moreover, appearance satisfaction was found to have a significant influence on all related variables.