중국 20대 여성의 외모관심도가 화장품 구매행동에 미치는 영향: 일반적 관심도와 취업면접 관심도 비교

Abstract

In today’s highly competitive job market, physical appearance has become an important factor influencing employment opportunities and consumer behavior. This study aims to explore how women’s interest in appearance shapes cosmetic purchasing decisions, especially in contexts related to employment. Our study focuses on Chinese women aged 20 to 29 to investigate the mechanisms by which interest in appearance influences the behavior in purchasing cosmetics. A survey was conducted with 375 Chinese women aged 20 to 29, and 373 valid responses were analyzed using regression and multiple regression analyses through SPSS 28.0. In particular, it compares the differences between two situational contexts: everyday life (interest in general appearance) and job interviews (interest in employment-related appearance). Our research employs a survey-based methodology, grounded in the theoretical frameworks of social psychology and consumer behavior, to analyze the intensity of concern over appearance, characteristics of consumer decisions, and their sociocultural motivations across different contexts. Our study demonstrates the specificity and complexity of consumption of cosmetics to construct a professional image within the competitive job market. It aims to reveal the dynamic relationships between social role expectations, self-presentation strategies, and consumer behavior. The results revealed that appearance interest had a significant positive effect on cosmetic purchasing behavior. Both general appearance interest and job interview-related appearance interest significantly influenced purchasing decisions, with interview-related appearance interest exerting a stronger effect. These findings demonstrate that women with higher appearance concerns are more active in cosmetic consumption, particularly in job interview contexts where appearance management is perceived as critical.We expect the anticipated findings of our study to provide a theoretical basis to develop market segmentation strategies in the cosmetics industry and to inform image management education within university career guidance programs.