Factors Influencing Consumers’ Perceived Value on Purchase Intention of Beauty Products in Sichuan Province, China

Abstract

This study explores the multidimensional factors influencing consumer purchase intention in the beauty industry, with an emphasis on the mediating role of perceived value. Specifically, it examines (1) the effect of product value on total purchase value, (2) the impact of monetary and energy costs on total purchase cost, (3) the influence of content and service interactions on consumer interactivity, and (4) how total purchase value, total purchase cost, and interactivity affect perceived value. Additionally, the study analyzes whether perceived value mediates the relationship between these variables and purchase intention, and whether consumer intention varies by gender and age. A mixed-methods approach was employed, incorporating both qualitative and quantitative data. Using purposive sampling, survey data were collected from 453 beauty product consumers in Sichuan Province, China, aged 15–65. Quantitative analyses revealed that product value, monetary cost, energy cost, content interaction, and service interaction all significantly contribute to their respective aggregate constructs. These, in turn, positively influence perceived value, which acts as a significant predictor of purchase intention. No significant moderating effects of gender or age were identified.

The findings provide actionable insights for beauty brands and digital marketers operating in regional Chinese markets. Enhancing perceived value through quality offerings, cost efficiency, and interactive experiences can effectively increase consumer purchase intentions, irrespective of demographic variations.