Empirical Study on Cosmetics Purchasing Intention of Traditional Chinese Cosmetics Customers

With the continuous development of China's economy, consumers' demand for daily cosmetics is increasing day by day. Faced with such a strong demand for cosmetics, cosmetics companies must think about how to improve consumer perception of the value of their cosmetics. And increase the market share of the brand. Based on existing research results, this paper analyzes customers' purchasing tendency from the perspective of consumers' perceived value through a questionnaire survey, studies the mediating role of brand identity between perceived value and consumers' purchasing intention, and compares and analyzes the purchasing behavior of traditional Chinese cosmetics customers to domestic cosmetics under the effect of group consensus regulation. SPSS25.0 and AMOS24.0 software were used to analyze the data to study the relationship between perceived value and brand identity of traditional Chinese cosmetics customers and their buying behavior, and the moderating effect of group conformance factors was also analyzed. The results show that the group consensus has a significant moderating effect on the relationship between domestic cosmetics brand identity and consumers' purchase intention.