The Relationship Between Consumption Value Orientation of Goods-Collaboration Cosmetics, Emotional Responses (PAD), and Consumer Behavior Persistence: Mediating Effect of Satisfaction

This study aimed to investigate the effects of consumption value orientation toward goods-collaboration cosmetics on emotional responses (PAD), satisfaction, consumer behavior persistence, as well as to examine the mediating effect of satisfaction in the relationship between emotional responses (PAD) and consumer behavior persistence. A survey was conducted targeting female consumers in their 20s and 30s living in the Seoul Metropolitan Areas (Seoul and Gyeonggi Province) who had experience purchasing goods-collaboration cosmetics, and the data were analyzed using the SPSS 20.0 program. The research results are as follows. First, social, innovative, emotional, and identity value, excluding functional value, were found to have a positive(+) effect on dominance and pleasure. Additionally, emotional, innovative, identity, and functional values, excluding social value, were found to have a positive(+) effect only on arousal. Second, all five sub-factors of consumption value orientation (Identity, social, innovative, emotional, and functional values) exhibited a significant positive(+) effect on both satisfaction and consumer behavior persistence, especially identity value showing the highest impact. Third, satisfaction was confirmed to have a partial mediating effect in the relationship between emotional responses (PAD) and consumer behavior persistence. Based on these findings, it is expected that this study will serve as valuable baseline data for cosmetics companies to develop goods-collaboration cosmetics that satisfy the needs of target consumers and to establish efficient marketing strategies.