The Relationship Between Perceived Value of Beauty Curation Commerce and Consumer Behavior: The Mediating Effect of Brand Awareness

This study systematically investigates the structural relationships between the perceived value dimensions (convenience, choice, and customization) of beauty curation commerce and consumer behavior (purchase and recommendation intentions), while examining the mediating mechanism of brand awareness. Empirical data were collected from 320 adult consumers with actual experience in beauty curation commerce and analyzed using SPSS 25.0 software to perform frequency, factor, reliability, correlation, and multi-step regression analyses. The results indicate that convenience, choice, and customization significantly enhance brand awareness, with customization identified as the primary determinant. In terms of direct influence on consumer behavior, customization and convenience positively affect both purchase and recommendation intentions, whereas choice options yield no statistically significant direct impact. Furthermore, brand awareness acts as a critical cognitive bridge, partially mediating the relationship between convenience/customization and consumer behavior, while fully mediating the relationship between choice option and consumer behavior. Academically, this research demonstrates that reducing cognitive search fatigue through convenience and personalized curation is far more effective than simply expanding product variety. Practically, beauty platform marketers must pivot from traditional inventory-listing strategies to ultra-personalized solutions, such as AI-driven skin diagnostics and streamlined purchasing interfaces, to build brand equity and cultivate long-term customer relationships, thereby securing a sustainable competitive advantage in the rapidly evolving beauty tech industry.