earticle

영어

This study aimed to examine the relationships among social comparison experience, self-satisfaction, and beauty product purchasing behavior on social media, focusing on consumers in their 40s and 50s. A total of 271 survey responses were collected and analyzed between September 1 and September 30, 2024. The analysis included frequency analysis, reliability testing, exploratory factor analysis, correlation analysis, and regression analysis. Additionally, the mediating effect of self-satisfaction was tested. The results revealed the following: Downward social comparison had a significant effect on self-satisfaction, whereas upward and lateral comparisons did not. Self-satisfaction significantly influenced purchasing behavior. Furthermore, lateral and downward comparisons had a meaningful impact on purchasing behavior, while upward comparison showed no significant effect. The mediation analysis indicated that self-satisfaction partially mediated the relationship between social comparison experience and purchasing behavior. These findings suggest that for consumers in their 40s and 50s, social comparison experiences on social media can shape purchasing behavior through self-satisfaction. Therefore, marketing strategies targeting this demographic should leverage emotional engagement, personalized products, and data-driven insights to strengthen brand loyalty and boost sales in the beauty product sector.

중국어

本研究以SNS使用者中40~50岁人群为对象,于2024年9月1日至9月30日收集并分析了 271份问卷资料.为验证社会比较经验, 自我满足感与购买行为之间的关系,采用了频率分析, 信度分析, 探索性因素分析, 相关分析以及回归分析,并进行了自我满足感的中介效应 分析.研究结果表明,社会比较经验中的向下比较对自我满足感有显著影响,而向上比较和 相似比较对自我满足感无显著影响.自我满足感对购买行为有显著影响.此外,社会比较经 验中的相似比较和向下比较对购买行为有显著影响,但向上比较对购买行为无显著影响.中 介效应分析结果显示,自我满足感在SNS社会比较经验与购买行为之间起部分中介作用.本研究的结果表明,若能结合40~50代SNS使用者的消费者心理制定营销战略,利用共鸣信息, 定制产品, 情感连接以及数据分析等方式,将成为增强美容产品品牌忠诚度及提高销售额的重要因素.