The Mediating Effect of Consumer Trust on the Relationship Between the Informativeness of Human Application Test Information and Functional Cosmetics Purchase Behavior

This study analyzed the effects of the informativeness of human application test information on consumer trust and purchase behavior in the online shopping environment for functional cosmetics and empirically examined the mediating effect of consumer trust in the relationship between human application test information and purchase behavior. Data were collected from 584 women in their 30s to 50s who had experience purchasing functional cosmetics online. The data were analyzed using frequency analysis, descriptive statistics, cross-tabulation analysis, one-way ANOVA, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and mediating regression analysis. The results indicated that the informativeness of human application test information had significant effects on both consumer trust and purchase behavior. Consumer trust also showed a significant effect on purchase behavior. In addition, consumer trust was found to partially mediate the relationship between the informativeness of human application test information and purchase behavior. These findings suggest that providing human application test information plays an important role in promoting purchase behavior through the formation of consumer trust in the online shopping environment for functional cosmetics.