The Effect of Package Types of Cosmetics and MBTI as a Moderator on Purchase Intention

Abstract

On today's extremely rich cosmetic market, competition among products is more intense. How its own products stand out among many products has become a hot topic that enterprises are extremely concerned about. Packaging is the first marketing tool consumers see. The type of packaging is closely related to the consumer's purchase. This study took Chinese women in their 20s and 30s as the object, with packaging type as an independent variable, MBTI personality type as a moderator variable, and purchase intention of cosmetics as a dependent variable. In order to verify the influence of cosmetic packaging type, cosmetic type, MBTI personality type factors on the cosmetic purchase intention of Chinese female consumers in their 20s and 30s. Through the experimental investigation, a two-week questionnaire survey was conducted on 20s and 30s Chinese female consumers. Finally, 240 copies were collected as data for analysis. Data were analyzed by SPSS. The results of this study show that consumers prefer information-based packaging for the purchase of skin care products. For the purchase of color cosmetics, consumers prefer image packaging. Among the MBTI personality types, ST-type personality prefers information-based packaging, and NF-type personality prefers image-based packaging. Therefore, through the different types of cosmetics, the selection of different product packaging types can improve consumers' purchase intentions for products.