The Impact of Social Comparison Experiences on Social Media on Self-Satisfaction and Beauty Product Purchasing Behavior: - Focusing on consumers in their 40s and 50s -

This study aimed to examine the relationships among social comparison experience, self-satisfaction, and beauty product purchasing behavior on social media, focusing on consumers in their 40s and 50s. A total of 271 survey responses were collected and analyzed between September 1 and September 30, 2024. The analysis included frequency analysis, reliability testing, exploratory factor analysis, correlation analysis, and regression analysis. Additionally, the mediating effect of self-satisfaction was tested. The results revealed the following: Downward social comparison had a significant effect on self-satisfaction, whereas upward and lateral comparisons did not. Self-satisfaction significantly influenced purchasing behavior. Furthermore, lateral and downward comparisons had a meaningful impact on purchasing behavior, while upward comparison showed no significant effect. The mediation analysis indicated that self-satisfaction partially mediated the relationship between social comparison experience and purchasing behavior. These findings suggest that for consumers in their 40s and 50s, social comparison experiences on social media can shape purchasing behavior through self-satisfaction. Therefore, marketing strategies targeting this demographic should leverage emotional engagement, personalized products, and data-driven insights to strengthen brand loyalty and boost sales in the beauty product sector.