The Effect of Adult Women’s Personal Color Perception and Color Cosmetics Purchase Decision-Making on Purchase Satisfaction

This study aimed to examine the effects of personal color perception on color cosmetics purchase decision-making and purchase satisfaction, and the effect of purchase decision-making on purchase satisfaction. An online survey was conducted with adult women in their twenties to sixties residing in Gwangju, South Korea, and 231 responses were used for the final analysis. The data were analyzed through frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 25.0. The results were as follows. First, among the sub-factors of personal color perception, preference perception showed the highest level, and the product factor was rated highest in purchase decision-making. Second, direct perception, preference perception, and external advice all had significant positive effects on the product and brand factors, whereas only preference perception and external advice significantly affected the evaluation factor. Third, personal color perception had a significant positive effect on purchase satisfaction, with external advice showing the strongest influence, followed by preference perception and direct perception. Fourth, purchase decision-making had a significant positive effect on purchase satisfaction, and the product factor showed the greatest influence, followed by the evaluation and brand factors. These findings indicate that personal color perception is a meaningful antecedent of consumer purchasing behavior in the color cosmetics market and can serve as practical data for personalized product recommendations and marketing strategies in the beauty industry. However, since the participants were limited to adult women in a single region, caution is needed in generalizing the results, and future research should include more diverse consumer groups.