The Effect of Inner Beauty Product Perception on Purchase Behavior among Adult Women

Recently, the number of consumers pursuing both health and beauty has been increasing. Therefore, this study empirically investigated the impact of consumer awareness of inner beauty products on purchasing behavior among adult women residing in the Seoul metropolitan area. A total of 199 questionnaires were collected from July 5 to July 20, 2025. Factor analysis, reliability analysis, descriptive statistics, one-way ANOVA, correlation analysis, and multiple regression analysis were conducted using SPSS WIN 21.0. The analysis, including reliability and validity checks, showed that all subfactors exhibited a clear factor structure, with Cronbach’s α coefficients ranging from .619 to .883, indicating high internal consistency. Descriptive statistics revealed relatively high scores for comprehension of ingredients and product information (M=3.83), product value (M=4.00), and purchase attitude (M=3.90), suggesting that understanding ingredients contributes to positive evaluations and purchase attitudes. No significant differences were observed in inner beauty product awareness and purchasing behavior by age. Awareness showed a significant positive correlation with purchasing behavior, and health expectations, ingredient understanding, and information comprehension were closely linked to purchase attitudes, product value, and repurchase intentions, highlighting that positive perceptions play a key role in shaping purchasing behavior. These findings suggest that consumer awareness is crucial in shaping purchasing behavior in the inner beauty market and that marketing strategies emphasizing health benefits and transparent product information may effectively increase purchase and repurchase intentions.