The Influence of Cosmetics Purchase Behavior on Makeup before and after the COVID-19 Pandemic in College Women

Abstract

This study attempted to investigate the influence of cosmetics purchase behavior on Makeup before and after the COVID-19 pandemic against college women, and the results found the followings: First, after the COVID-19 outbreak, base Makeup, color Makeup, lip Makeup, cheek Makeup and contour Makeup decreased while basic Makeup increased. Second, concerning the effects of cosmetics purchase behavior on Makeup before and after the COVID-19 pandemic, ‘trend-pursuing purchase’ and ‘conspicuous purchase’ had a positive influence on Makeup before the COVID-19 outbreak with statistical significance. In addition, ‘trend-pursuing purchase’, ‘brandoriented habitual purchase’ and ‘rational purchase’ revealed a positive effect on Makeup after the worldwide pandemic with statistical significance. In sum, college women’s cosmetics purchase behavior have had an influence on their Makeup before and after the COVID- 19 pandemic. It is anticipated that the study results would be helpful in developing sales strategies as basic data for cosmetics development and marketing.