The Effects of Women’s Eyelash Beauty Treatment Motivation on Behavioral Intention: The Mediating Role of Post-Treatment Satisfaction

The purpose of this study was to examine the effect of motivations for eyelash beauty treatments on behavioral intention and to investigate the mediating role of post-treatment satisfaction in this relationship. Data were analyzed using SPSS 27.0, and hierarchical regression analysis was conducted to test the mediating effects. The results indicated that all sub-factors of eyelash beauty treatment motivation—external image enhancement motivation, aesthetic satisfaction-seeking motivation, and social perception improvement motivation—had significant effects on behavioral intention. Analysis of the mediating effects of post-treatment satisfaction revealed that external image enhancement motivation showed partial mediation through image satisfaction, psychological satisfaction, and social satisfaction. Aesthetic satisfaction-seeking motivation exhibited a full mediating effect through image satisfaction, while partial mediating effects were observed through psychological and social satisfaction. Social perception improvement motivation demonstrated a full mediation structure across all sub-dimensions of post-treatment satisfaction. These findings suggest that, in the case of external image enhancement motivation, both the motivation itself and post-treatment satisfaction jointly influence behavioral intention, whereas social perception improvement motivation leads to behavioral intention only when post-treatment satisfaction is established. In addition, for individuals pursuing aesthetic satisfaction, image satisfaction functions as a key mediating factor in the formation of behavioral intention. In conclusion, motivations for eyelash beauty treatments influence behavioral intention through post-treatment satisfaction, and the mediating structure differs according to the type of motivation. These findings imply that, in planning and developing marketing strategies for eyelash beauty services, it is essential to strategically manage post-treatment satisfaction factors in accordance with customers’ motivation types.