맞춤형 스킨케어 제품의 소비자 수요 요인이 만족도 및 구매의도에 미치는 영향: 중국 소비자를 중심으로 = The Effects of Consumer Demand Factors for Customized Skincare Products on Satisfaction and Purchase Intention: Focusing on Chinese Consumers

다국어 초록 (Multilingual Abstract)

In this study, we examined the effects of consumer demand for customized skincare products on consumer satisfaction and purchasing intent. We also investigated whether satisfaction mediates the relationship between consumer demand and purchase intention. We conducted a survey among Chinese consumers interested in customized skincare products and used 311 valid responses for the final analysis. The collected data were analyzed using SPSS 28.0. We performed frequency analysis, exploratory factor analysis, reliability analysis, regression analysis, and mediation analysis to verify the research hypotheses. Our results revealed that consumer demand had a significant positive effect on satisfaction. Similarly, consumer demand factors had a significant positive effect on purchase intent. Satisfaction had a significant positive effect on purchase intent and partially mediated the relationship between consumer demand and purchase intent. Our findings demonstrate that consumer demand factors are important antecedents of satisfaction and purchase intent in the customized skincare product market. Our results also suggest that improving consumer satisfaction is an effective strategy to enhance purchase intent. The findings of our study provide theoretical implications for consumer behavior research in the customized beauty product market and practical implications for companies that develop customized skincare products and related marketing strategies.