How Foreign Cosmetics Guide the Satisfaction and Purchase Behavior in China

As the foreign cosmetics occupy a market share in the Chinese market, and more Chinese consumers are paying more attention to foreign cosmetics. This study attempts to study the consumer satisfaction and consumer purchasing behavior of Chinese consumers by suggesting packaging design, cosmetics efficacy, brand trust, and star effect as important variables to consider when purchasing foreign cosmetics. For the study, a questionnaire was prepared through the website, and the hypothesis was verified through AMOS 22.0 for 301 Chinese consumers who use cosmetics. As a result of exploratory factor analysis and confirmatory factor analysis, it was confirmed that packaging design, efficacy, star effect, and brand trust have a positive effect on consumer satisfaction and consumer purchase behavior of Chinese female consumers. In particular, this study proposes four factors (packaging design, product efficacy, brand trust, and star effect) as factors influencing satisfaction and purchase behavior of foreign cosmetics in the Chinese market, and among them, the effects of packaging design and star effect are very large. Through this, it is meaningful in that it provides marketing implications for targeting Chinese consumers to foreign cosmetics marketers when entering the Chinese market.