INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
The Impact of Personality Traits and Product Knowledge on  
Consumer Satisfaction: Evidence from Foundation Cosmetics  
1 Su-Chin Huang, 2 Kuo-Shu Tseng, 3 Hui-Chuan Hung, 4 Chia-I Lu*  
1 Department of Fashion Design, Tainan University of Technology, Tainan, Taiwan  
2 Department of Food and Beverage Services, Tainan University of Technology, Tainan  
3 Department of Styling and Cosmetology, Tainan University of Technology, Tainan, Taiwan  
4 Department of International Business Management, Tainan University of Technology, Taiwan  
DOI : https://doi.org/10.51583/IJLTEMAS.2025.1411000105  
Received: 07 December 2025; Accepted: 14 December 2025; Published: 23 December 2025  
ABSTRACT  
In contemporary society, there is increasing emphasis on personal appearance and image. Within the rapidly  
growing cosmetics market, foundation as a core product in base makeup has garnered heightened attention. This  
study investigates the key factors influencing consumer satisfaction with foundation products, focusing on  
product knowledge (measured by self-awareness of skincare needs) and personality traits (such as openness to  
new experiences, enjoyment of life, and preference for variety) a questionnaire survey among 200 consumers  
with prior foundation usage experience. The survey included three primary constructs: product knowledge,  
personality traits, and satisfaction with foundation use. Results from factor analysis and correlation analysis  
using SPSS indicated a significant positive correlation between product knowledge and foundation satisfaction.  
Personality traits such as novelty-seeking also significantly affect product satisfaction. Another analysis revealed  
that respondents with high product knowledge and personality traits reported significantly higher product  
satisfaction. These findings suggest that product knowledge and personality traits affect consumer satisfaction  
with foundation products.  
Keywords: Personality Traits, Product Knowledge, Foundation Cosmetics, Consumer Behavior  
INTRODUCTION  
Nowadays, daily life has evolved into individual style and identity. People spend on products in order to enhance  
their appearance. During that, the foundation plays a pivotal role, not only serving as the base of makeup but  
also significantly influencing the appearance of skin quality. Taiwan's profoundly ingrained aesthetic notion that  
fair skin conceals all imperfections" has long driven many women to pursue lighter complexions. Skin color is  
genetically determined, so the foundation is a quick and accessible tool to alter skin tone and conceal flaws.  
Contemporary consumers expect foundations to deliver basic coverage, natural blending, and a pleasant usage  
experience.  
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Consumers often choose different foundation products for different social occasions. Depending on the situation,  
they may need multiple products to achieve various looks. This behavior reflects the increasing importance of  
product knowledge, which plays a key role in shaping user satisfaction. At the same time, personality traits also  
significantly impact consumer choices and overall satisfaction. People's openness to new experiences influences  
how they evaluate and select foundation products. Consumers who enjoy trying new products may have different  
expectations than those who rely on rational customer assessment.  
Despite the diversity and rapid innovation in foundation offerings, most domestic studies have focused on  
product attributes or marketing strategies. Relatively little attention has been paid to internal psychological  
factors influencing satisfaction, such as product knowledge and personality traits.  
This study uses a questionnaire survey to explore the impact of product knowledge and personality traits on  
consumer evaluations.  
Based on the above, this study  
has four research motivations:  
(1) Analyze how personality traits affect cosmetic foundation selection behavior.  
(2) To explore the factors influencing personality traits' satisfaction with cosmetic powder foundation usage.  
(3) Explore how product knowledge affects user satisfaction with foundation cream products.  
(4) To explore how personality traits and choice behaviors affect foundation product satisfaction.  
LITERATURE REVIEW  
Personality Traits  
Personality traits affect customers in product selection, purchasing decisions, and user satisfaction. Personality  
reflects individual differences in emotions, behavior, and information processing and offers an explanation for  
consumer behavior (Guthrie, Kim, & Jung, 2008). Among the various models, the Big Five personality traits  
openness, conscientiousness, extraversion, agreeableness, and neuroticism are the most frequently used  
framework for examining consumer behavior and satisfaction (Castillo, 2017). Different personality traits  
significantly influence product purchasing behavior. Open individuals tend to be more receptive to new products  
and exhibit exploratory tendencies; they enjoy comparing and evaluating different brands (Castillo, 2017). Those  
with high levels of extraversion place more emphasis on appearance and demonstrate a greater dependency on  
and frequency of using cosmetic products. Personality traits affect how consumers evaluate products and  
influence their choice of purchasing channels. Individuals high in neuroticism are more sensitive to perceived  
risks. They may place greater importance on ingredient labeling, skin compatibility, and potential allergic  
reactions factors that can significantly affect their satisfaction (Apaolaza-Ibáñez, Hartmann, Diehl, & Terlutter,  
2011).  
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Conversely, highly agreeable consumers value peer recommendations and online word-of-mouth, often relying  
on social information when making decisions (Yugistira, Lubis, & Chan, 2021). As Guthrie et al. (2008)  
emphasized, personality traits shape consumers' evaluations of brand image and product appearance, influencing  
their purchase intentions. This study focuses on personality traits with product knowledge to explore their  
interrelationship.  
Foundation Products  
The cosmetic foundation is the core element of makeup and plays an important role in the overall makeup look.  
It contributes to skin tone correction age, concealment, and the impression one gives in social contexts.  
According to Ikeda et al. (2012), foundation products can create a sense of luminosity through their reflective  
properties beyond evening out the skin tone and covering blemishes. This visual radiance and brightness are  
believed to enhance facial attractiveness significantly. Their study using visuals and reflection revealed that  
lightweight foundations can improve perceived attractiveness.  
Bielfeldt et al. (2013) found that foundations with light coverage improved the overall appeal of females. Even  
unaware of the makeup, it still formed more positive first impressions. This potential social impact of a no-  
makeup makeup look and cosmetic use can influence interpersonal perception. Lee et al. (2013) evaluated  
various foundations' spreadability, coverage, and adhesion and discovered. They prove that the electric vibrating  
puff application outperformed the manual application.  
Beyond aesthetic enhancement, foundation products may also influence skin health and microbiome. Baek  
(2019), through interviews with the so-called "New Seniors" demographic, reported that although older women  
typically avoid heavy makeup, many use foundation to mask wrinkles and uneven skin tone, thereby enhancing  
feelings of youthfulness and self-confidence. Wu et al. (2023) cosmetics foundations serve as exaggerated  
signals in heterosexual interactions. It may lead to misperceptions of physical appearance by prospective partners.  
Their study also revealed a declining preference among men for heavily made-up women in long-term partner  
selection, suggesting that authenticity in foundation use remains an important aspect of user perception.  
Customer Satisfaction  
Customer satisfaction is a key indicator of whether a company has successfully fulfilled customer needs and  
expectations (Anderson, Fornell, & Lehmann, 1994). At its core, it refers to the extent to which a customer's  
experience with a product or service matches or exceeds their prior expectations (Oliver, 1980). This construct  
is predictive that customer loyalty will increase repurchase intentions and brand advocacy behaviors (Szymanski  
& Henard, 2001).  
The most representative theoretical framework for customer satisfaction is the Expectancy-Disconfirmation  
Theory. According to this model, customers form expectations before using a product or service. If the  
experience exceeds expectations, then positive disconfirmation occurs and expresses satisfaction. Suppose it  
falls short, leading to dissatisfaction (Oliver, 1980). Therefore, companies can manage customer expectations  
and performance to control satisfaction.  
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Customer Satisfaction Score (CSAT) involves a single-question survey: Are you satisfied with this service? It is  
measured on a point Likert scale. This approach is not only simple and has high response rates but also involves  
real-time satisfaction tracking. It is often employed in short-term marketing campaigns or post-purchase  
evaluations (Hayes, 2008). Reichheld (2003)developed the Net Promoter Score (NPS), measured by asking,  
How likely are you to recommend this product/service to a friend? Although it may not fully explain the details,  
NPS is highly effective in predicting customer loyalty and word-of-mouth (Reichheld, 2003； Lawrence et al.).  
Quantitative tools, such as focus groups and open-ended questionnaires, are also valuable for uncovering the  
emotional or motivational aspects (Griffin & Hauser, 1993).  
RESEARCH METHODOLOGY  
This study investigates the impact of product knowledge and personality traits on consumer satisfaction with  
foundation products and proposes the following four research hypotheses:  
Hypothesis 1 (H1): Consumers' personality traits positively correlate with their satisfaction with foundation  
products. Highly open people are more likely to accept new products and various makeup styles; these products  
could enhance their satisfaction (Castillo, 2017; Guthrie et al., 2008).  
Hypothesis 2 (H2): Consumers' personality traits positively affect product knowledge. Individuals with high  
involvement in cosmetic products tend to exhibit exploratory personality traits and are more likely to proactively  
seek information and try new products (Yugistira, Lubis, & Chan, 2021).  
Hypothesis 3 (H3): Consumers' product knowledge about foundation products positively affects user satisfaction.  
Adequate product knowledge enables consumers to evaluate product quality correctly and choose products that  
are suitable for them, thereby improving their user experience and satisfaction (DeVellis, 2016).  
Hypothesis 4 (H4): Personality traits influence consumer satisfaction with foundation products through product  
knowledge. Consumers with product knowledge and an open personality are likelier to select products that meet  
their needs, leading to higher product satisfaction.  
This study explores the factors influencing consumer satisfaction with foundation products. The research sample  
consists of consumers with prior experience using such products. Data were collected through a self-developed  
structured questionnaire to quantitatively assess three primary constructs: personality traits, product knowledge,  
and product satisfaction. Each construct was measured using a five-point Likert scale (Likert, 1932).  
Respondents rated each statement based on their level of agreement, from “strongly agree” to “strongly disagree,”  
on a scale from 5 to 1. For the satisfaction construct, the scale ranged from “very satisfied” to “very dissatisfied.”  
The survey was administered between March 1 and March 8, 2023, using purposive sampling, and a total of 200  
valid responses were collected, yielding a 100% response rate. Purposive sampling is suitable for exploratory  
research and allows for in-depth analysis of specific target populations (Etikan, Musa, & Alkassim, 2016). After  
data collection, item analysis, descriptive statistics, reliability analysis, and Pearson correlation analysis followed  
by structural equation modeling to examine the relationships among the variables.  
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Data Analysis  
Demographic Profile of Respondents  
This questionnaire survey rececived Two hundred valid responses were collected, yielding a 100% response rate.  
This section presents a statistical analysis of respondents' demographic variables, including gender, marital, age,  
educational, occupation, and monthly income.  
There are 132 females (66.0%) and 68 males (34.0%). The result indicates that women remain dominant in  
foundation usage. Unmarried respondents slightly outnumbered those who were married, accounting for 106  
individuals (53.0%) and 94 individuals (47.0%). Regarding marital status, unmarried respondents slightly  
outnumbered those who were married, accounting for 106 individuals (53.0%) and 94 individuals (47.0%),  
respectively. The age distribution revealed that the 41–50 age group was the largest segment, comprising 57  
respondents (28.5%), followed by 21–30 years (26.0%), 31–40 years (17.5%), under 20 years (16.5%), and 51–  
60 years (11.5%). Middle-aged women aged 41–50 are key users of foundation products. This is because they  
are more concerned with concealing blemishes and achieving anti-aging effects.  
As for educational background, the majority of respondents held a college or technical college degree (132  
individuals, 66.0%), followed by high school or vocational school graduates (52 individuals, 26.0%), and  
postgraduate degree holders (16 individuals, 8.0%). This indicates that most foundation consumers have a  
moderate to high level of education, which may correspond to better product selection skills and more excellent  
knowledge of cosmetic usage.  
In the occupational category, the largest group was students (65 individuals, 32.5%), followed by service industry  
workers (47 individuals, 23.5%), agricultural, industrial, and commercial employees (36 individuals, 18.0%),  
freelancers (33 individuals, 16.5%), and military, civil servants, and educators (19 individuals, 9.5%). The high  
proportion of students and service workers may be attributed to their frequent social interactions and elevated  
appearance-related demands.  
Finally, in terms of monthly income, the highest percentage of respondents fell into the "NT$50,001 and above"  
bracket (58 individuals, 29.0%), followed by "NT$30,001–50,000" (54 individuals, 27.0%), "NT$10,001–  
30,000" (53 individuals, 26.5%), and "NT$10,000 or below" (35 individuals, 17.5%). Higher-income consumers  
represent a significant portion of the foundation product market. These people may be more inclined to purchase  
mid- to high-priced or functionally specialized foundation products.  
Item Analysis  
An item analysis was collected in this study, which assesses the discriminative validity of each item within the  
overall scale. Two key indicators were examined: (1) Item-Total Correlation and (2) Critical Ratio (CR value).  
For the personality traits construct, the item-total correlation coefficients ranged from .509 to .568, and all CR  
values reached statistical significance (p < .001), indicating that the items demonstrated good discriminative  
power and were suitable for subsequent factor analysis and reliability testing. All items in the product knowledge  
construct showed correlation coefficients above .50, with CR values also reaching high significance levels (p  
< .001), confirming strong internal consistency and item discrimination. As for the satisfaction construct, item-  
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total correlations were generally above .85, indicating a high degree of alignment between individual items and  
the overall construct. These findings demonstrate excellent internal consistency and discriminative validity;  
therefore, all items were retained for further analysis. Please refer to the following table 1.  
Table 1: Item Analysis  
Construct  
Item Description  
Corr.  
CR  
Status  
Product  
I have a good understanding of my skin 0.643  
condition  
10.447  
Retained  
Knowledge  
Product  
I select foundation based on my skin type  
0.642  
10.070  
10.206  
9.141  
8.648  
8.918  
7.302  
9.774  
9.789  
6.673  
6.778  
7.872  
7.774  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Retained  
Knowledge  
Product  
I have a certain level of understanding of 0.632  
foundation products  
Knowledge  
Product  
I change my foundation according to the 0.620  
weather  
Knowledge  
Product  
I own multiple types of foundations at the 0.545  
same time  
Knowledge  
Personality  
Traits  
I enjoy shopping  
0.548  
0.509  
0.568  
0.529  
Personality  
Traits  
I am a person who likes new experiences  
I am a person who truly enjoys life  
I am a person who enjoys a variety  
Personality  
Traits  
Personality  
Traits  
Product  
The foundation I use regularly is convenient 0.891  
Satisfaction to apply  
Product  
The ingredients of the foundation I use are 0.905  
Satisfaction of good quality  
Product  
The foundation I use adheres well to my 0.916  
Satisfaction skin  
Product  
My overall experience after using the 0.918  
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Satisfaction foundation has been positive  
Product  
The foundation I use does not cause allergic 0.911  
6.132  
6.382  
6.231  
Retained  
Retained  
Retained  
Satisfaction reactions easily  
Product  
The foundation shade I use matches my skin 0.916  
Satisfaction tone  
Product  
The foundation I use does not have a strong 0.855  
Satisfaction alcohol scent  
The reliability and validity analysis showed that all three constructs personality, product knowledge, and  
satisfaction demonstrated good internal consistency and measurement quality. Cronbach's alpha values were all  
above 0.70, indicating acceptable to excellent reliability. Composite reliability (rho_a and rho_c) also exceeded  
0.7, confirming stable and consistent measurements. In addition, the average variance extracted (AVE) for each  
construct was above 0.50, suggesting that the items within each construct effectively explained more than half  
of the variance, thus supporting convergent validity. Please refer to the following table 2.  
Table 2: Construct reliability and validity  
Cronbach's  
alpha  
Composite  
reliability  
(rho_a)  
Composite  
reliability  
(rho_c)  
(AVE)  
Personality  
Produce  
satisfy  
0.719  
0.820  
0.966  
0.773  
0.833  
0.967  
0.804  
0.880  
0.972  
0.512  
0.647  
0.832  
Discriminant validity used the Fornell-Larcker criterion, which requires each construct's square root of the  
Average Variance Extracted (AVE) to be more significant than its correlations with other constructs. As shown  
in the table, the square roots of the AVEs are 0.715 for personality, 0.805 for product knowledge, and 0.912 for  
satisfaction all of which are higher than the corresponding inter-construct correlations. Specifically, the  
correlation between personality and product knowledge was 0.433, between personality and satisfaction was  
0.468, and between product knowledge and satisfaction was 0.645. These results confirm that each construct is  
empirically distinct, supporting adequate discriminant validity. Please refer to the following table 3.  
Table 3: Discriminant validity- Fornell Larcker criterion  
Personality  
0.715  
Produce  
0.805  
satisfy  
Personality  
Produce  
0.433  
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satisfy  
0.468  
0.645  
0.912  
The structural model analysis revealed that all hypothesized paths were statistically significant. Personality traits  
had a significant direct effect on satisfaction (β = 0.468, t = 7.739, p < 0.001), as well as on product knowledge  
(β = 0.433, t = 7.974, p < 0.001). Product knowledge, in turn, significantly positively affected satisfaction (β =  
0.544, t = 8.268, p < 0.001). Furthermore, the indirect effect of personality traits on satisfaction through product  
knowledge was also significant (β = 0.236, t = 5.973, p < 0.001). These results indicate that product knowledge  
partially mediates the relationship between personality traits and satisfaction with foundation products. Please  
refer to the following table 4.  
Table 4: Total Effect: Path Coefficient Results  
Original  
Sample  
STDEV  
|O/STDEV|  
P value  
sample (O)  
mean (M)  
Personality -> satisfy  
Personality -> Produce  
Produce -> satisfy  
0.468  
0.433  
0.544  
0.475  
0.443  
0.541  
0.239  
0.06  
7.739  
7.974  
8.268  
5.973  
0.0000  
0.0000  
0.0000  
0.0000  
0.054  
0.066  
0.039  
Personality -> Produce -> 0.236  
satisfy  
Hypothesis 1 (H1): Consumers' product knowledge of foundation products is positively associated with their  
satisfaction with using the products. Supported  
Hypothesis 2 (H2): Consumers' personality traits positively correlate with their satisfaction with foundation  
products. Supported  
Hypothesis 3 (H3): Consumers' personality traits are positively associated with their level of product knowledge  
about foundation products. Supported  
Hypothesis 4 (H4): There is a significant interaction effect between product knowledge and personality traits on  
consumers' satisfaction with foundation products. Supported  
The PLS-SEM analysis reveals that personality traits, directly and indirectly, affect consumer satisfaction with  
foundation products. Specifically, personality significantly impacts product knowledge (β = 0.433, t = 7.974),  
and product knowledge, in turn, significantly influences satisfaction (β = 0.544, t = 8.268). Additionally,  
personality directly affects satisfaction (β = 0.232, t = 3.456), indicating a partial mediation effect through  
product knowledge. All measurement items show significant outer loadings (all > 0.5, p < 0.001), confirming  
the reliability and validity of the constructs. These results suggest that consumers with open and engaged  
personalities tend to acquire more knowledge about foundation products, directly and indirectly enhancing their  
satisfaction. Please refer to the following figure 1.  
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RESULTS  
DISCUSSION  
This study shows that people who enjoy new experiences and care about their appearance are often more satisfied  
with the foundation products they use. These individuals tend to be more engaged with brands they pay attention  
to product details, follow trends, and usually have higher expectations when it comes to how a product looks,  
feels, and performs. Because of this, they are more likely to form emotional connections with certain brands and  
judge products not just by their function but also by how they align with personal taste and identity.  
The findings also show that both product knowledge and personality traits play an important role in how satisfied  
someone feels after using a foundation. In fact, product knowledge acts as a bridge between personality and  
satisfaction. In other words, people with certain personality traits are more likely to gain product knowledge,  
and that knowledge helps them choose the right product which makes them more satisfied in the end. Helping  
consumers gain more product knowledge, especially those already engaged and curious can be a key strategy  
for improving satisfaction and building strong brand relationships.  
Companies must help customers find the right products that fit their personal needs. This reduces the chances of  
buying the wrong product and becoming dissatisfied. Only when customers are satisfied are they more likely to  
return and continue buying the brand's goods.  
People who enjoy trying new things and pay attention to themselves usually know more about cosmetics. They  
compare brands and look for the best fit. If they know what they want, they are more satisfied with their choices.  
Customers with both product knowledge are aware of product quality. They care about how a product performs  
and how a brand presents itself. Because of this, their satisfaction is often much higher than that of others.  
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LIMITATIONS  
This study looked at the links between product knowledge, personality traits, and satisfaction. However, there  
are some limitations. First, the sampling method may limit how well the results apply to other groups. Future  
studies should use random sampling from wider areas and more diverse people to improve generalizability.  
Second, the data came from self-reports. This can lead to social desirability bias and self-reporting bias. It matters,  
especially when asking about personality and product preferences. People may give answers they think are  
acceptable, not what they really feel or do. Third, the study used a cross-sectional design. This shows only one  
moment in time. It cannot explain cause and effect or how satisfaction changes over time. In short, while the  
study provides a good starting point, future research should improve on sampling, measurement tools, and  
research design. This would make the findings clearer and more useful.  
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