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Purpose: The purpose of this paper is to explore the factors of customer perceived value in Asian cosmetics market and the influence of each factor on purchase intention. Wheather there are differences in the influence of the factors of customer perceived value on purchase intention before and after the outbreak of the epidemic. If there are differences, how should enterprises improve the customer perceived value of their products for different periods of consumers. Research design, data, and methodology: For the purpose of this study, an online survey was conducted on consumers with experience in using online shopping malls, and 486 valid samples were finally analyzed. The data were processed and analyzed by SPSS 26.0 software, In order to verify the reliability of measurement items, reliability analysis is used. In order to verify the hypothesis, amoos 26.0 statistical software is used for path analysis and multi population analysis. Results: The influence of the four factors of customer perceived value on purchase intention after the outbreak of the COVID-19 is evidently different from the time when there is no COVID-19. Secondly, in the non-COVID-19 environment, the most influential factor is emotional value, followed by functional value and social value, and finally monetary value. Meanwhile, in the COVID-19 environment, the function value has the greatest influence on purchase intention, followed by monetary value, then emotional value, and finally social value. Implications: This paper reveals the components of customer perceived value of cosmetics market, and the difference of the influence of each factor on customers’ purchase intention in the epidemic and non epidemic environment. The results of this study will help cosmetics enterprises to provide suggestions on marketing priorities of Asian consumers in different periods of epidemic development.
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