메이크업제품에 대한 소비자의 자아일치성, 기능적일치성이 구매의도에 미치는 영향

This study verified the mediating effect of positive consumption emotions and the differential influence of self-congruence and functional congruency on makeup products on selection and purchase. The subjects of the survey were general consumers who had purchased makeup products within the past year, and data were collected through specialized research institutions. The collection period was from February 20, 2023 to February 23, 2023, and a total of 272 copies of data were finally analyzed. As a result of the analysis, a positive image was exerted on purchase intention in the order of actual self-congruity, ideal self-congruity, and functional congruence. Significant results were confirmed in the actual self-congruence and functional congruence in the positive emotions of consumers. In addition, it was found that the higher the actual self-congruity, ideal self-congruity, and functional congruence, the more positive consumption emotion consumers felt, and consequently, the purchase intention increased. Through this study, consumers act in line with the way they see themselves, consume brands that match their actual selves, and have positive emotions and choice behaviors about the objects they consume. It was found that it was more related to actual self-congruency and functional congruence.