The effects of Chinese consumers’ cosmetic experiences on satisfaction and post-experience behavioral intention

This study investigated cosmetic experience factors and their effects on satisfaction and post-experience behavioral intention. Difference between hands-on and virtual experience in the relationship between cosmetic experience, satisfaction, and post-experience behavioral intention was also explored. A total of 450 Chinese female consumers aged 20 to 50 years were invited to complete an online questionnaire in August 2023. Descriptive statistics, reliability analysis, confirmatory factor analysis, and structural equation modeling were performed using SPSS 26.0 and AMOS 26.0 Results revealed three cosmetic experiences: think, relation, and feel experiences. In the overall SEM model, satisfaction was influenced by the order of think, feel, and relate experiences. However, satisfaction was affected in the order of think, relate and feel experiences in the in-person experience model, while only think experience significantly influenced satisfaction in the virtual experience model. Post-experience behavioral intention was significantly affected by satisfaction in all three models. Theoretical and academic implications of these findings are discussed, along with limitations and future research directions.