The Influence of Consumption Value Consciousness on Beauty Equipment Selection Attributes and Purchase Intention of Adults in Fujian Province of Southern China

The beauty equipment market is growing rapidly for self-beauty people to manage their appearance. In this study, the influence of beauty equipment selection attributes and purchase intention according to consumers' value consciousness was verified for adults in Fujian Province in southern China. The research content consisted of 41 questions 8 questions for general characteristics, 11 questions for value consciousness, 14 questions for selection attributes, and 8 questions for purchase intention. A total of 328 questionnaires of the survey were analyzed from March 05 to March 15, 2023 using WeChat and the Wenjuanxing program. Data analysis was conducted via SPSSWIN 21.0 program with frequency analysis and factor analysis to test validity. Reliability was assessed by Cronbach‘s coefficient， Descriptive statistics analysis, one-way ANOVA, and multiple regression analysis were also conducted. The results were as follows. the 50s or older(age), university(education), civil servant(occupation), 4 million won or more(monthly income), sometimes(skin care experience). As a result of the correlation analysis of Chinese consumers' value consciousness, beauty equipment selection attributes and purchase intention show that the materialistic, self-respect, and aesthetic pursuit of value awareness have a statistically significant positive(+) correlation with the beauty equipment selection attributes brand, quality, and price. There is a statistically significant positive(+) correlation between materialism, self-esteem, and aesthetic pursuit of value consciousness and the willingness to purchase beauty equipment. In addition, the brand of beauty equipment selection attributes, self-esteem of value awareness, aesthetic pursuit have a statistically significant positive(+) correlation with the purchase intention of beauty equipment. The results show that the higher the value consciousness of consumers, the more positive the beauty equipment selection attribute factors and purchase intention factors are. When consumers buy products, they consider buying products with high value rather than cost-effectiveness. Therefore, the importance of development and marketing strategies for beauty products and beauty equipment that meet consumer needs such as price, brand, design, and quality has been raised.