The Mediating Effect of Selection Attributes in the Relationship Between Consumption Value and Purchasing Behavior of Inner Beauty Products

The purpose of this study is to examine how selection attributes mediate the relationship between consumption values and purchasing behavior of inner beauty products. The study targeted 603 men and women aged 20 to over 60 who have taken inner beauty products at least once, using a nationwide online survey. The results of the study showed that, first, except for situational value, the remaining factors demonstrated favorable values above 0.6. Consequently, functional value, social value, emotional value, and epistemic value were ultimately established as the main independent variables. The reliability of purchasing behavior was confirmed, and both intrinsic and extrinsic attributes in selection attributes were also found to have secured reliability. Second, functional value and emotional value had a significant positive (+) effect on intrinsic attributes, whereas social value and epistemic value did not show a significant effect on intrinsic attributes. Third, epistemic value, emotional value, and social value had a significant positive (+) effect on extrinsic attributes, while functional value had a relatively low level of positive influence on extrinsic attributes. Fourth, emotional value was found to have a significant positive (+) effect on purchasing behavior, while functional value, social value, and epistemic value did not show a significant effect on purchasing behavior. Fifth, extrinsic attributes had a significant positive (+) effect on purchasing behavior, and intrinsic attributes were also found to have a significant positive (+) effect on purchasing behavior. Sixth, except for the path where epistemic value mediates intrinsic attributes, all other paths showed significant mediating effects on purchasing behavior. In particular, individuals who place high importance on social value demonstrated a negative (–) mediating effect through intrinsic attributes, while all other paths exhibited positive (+) mediating effects. The findings of this study highlight the importance of analyzing the selection attributes of inner beauty products in relation to consumption values. Such analysis is essential for identifying effective strategies to enhance consumer satisfaction and, in turn, promote purchasing behavior. Future research should continue to explore this area in greater depth, with the aim of contributing to the advancement and sustainable growth of the inner beauty industry.