The Effect of Middle-Aged Women’s Cosmetic Consumption Desire on Purchase Intention of Customized Cosmetics: The Moderating Effect of Perceived Safety of Customized Cosmetics

This study aims to analyze the influence of cosmetic consumption needs on the purchase intention of customized cosmetics among middle-aged women and to examine the moderating effect of safety perception in this relationship. The empirical results revealed that brand/self-expression needs, relational/conformity needs, nature-friendly needs, and hedonic needs had a significant positive effect on purchase intention, whereas aesthetic/youth needs and safety needs did not show significance. This indicates that consumers tend to perceive aesthetics and safety as basic prerequisites, while considering self-expressive, social, and value-oriented needs as the key determinants of purchase behavior. In addition, safety perception was found to moderate the effects of aesthetic/youth, nature-friendly, and hedonic needs, suggesting that purchase intention is reinforced when safety is combined with emotional and value-oriented factors. These findings highlight the differentiated role of safety perception in the relationship between cosmetic consumption needs and purchase intention, providing theoretical contributions to consumer behavior research and practical implications for developing differentiated marketing strategies in the customized cosmetics industry.