The Influence of Value Perceptions of Beauty Devices on Consumption Emotions and Quality of Life Among Female Consumers in Their 20s and 30s

This study conducted an empirical analysis on the relationships between beauty device value consciousness, consumption emotions, and quality of life among women in their 20s and 30s. The results showed that materialistic value, expectation value, and emotional value, which are sub-factors of beauty device value consciousness, had a significant positive effect on consumption emotions (p<.05). Additionally, the sub-factors of value consciousness positively influenced the sub-dimensions of quality of life, such as self-esteem, self-actualization, and adaptability (p<.05, p<.01). Notably, other-oriented value had a significant positive effect only on self-actualization. Furthermore, consumption emotions were found to significantly and positively affect all sub-dimensions of quality of life, including self-esteem, self-actualization, and adaptability (p<.001). This study underscores the significant role of value consciousness and consumption emotions in enhancing the quality of life for female consumers using beauty devices.