The Effect of Beauty Management Behavior of Beauty Shop Customers on Consumer Sentiment Since COVID-19

Abstract

Purpose: Currently, beauty shops are experiencing a crisis of survival due to a decrease in customers due to COVID-19, but research on their survival is lacking. The purpose of this study is to find out how modern people's beauty management behavior due to COVID-19, the social anxiety we are facing affects consumer psychology. Through this, beauty service consumers suffering from COVID-19 seek ways to improve consumer sentiment to use beauty services and reflect this to help prepare countermeasures and establish marketing strategies to cope with the difficulties of industry (mainly face-to-face services) due to COVID-19. hope it can be a resource. Method: The data of this study was an online survey targeting men and women who had experience of using beauty shops nationwide. The data were statistically analyzed using SPSS 25.0, and first exploratory factor anal-ysis was performed to analyze the validity of the measurement tool. Reliability was analyzed using Cronbach's alpha coefficient. Frequency analysis and descriptive statistical analysis were performed, and regression analysis was performed. Results: All hypotheses of this study were accepted. Beauty management behavior had a significant impact on consumer sentiment. Beauty management behavior had a significant effect on safety expectations. Beauty management behavior had a significant effect on psychological compensation. Beauty management behavior had a significant impact on service expectations. Conclusion: The results of this study can be said to verify the relationship between beauty management be-havior and consumer psychology. Since beauty management behavior has been verified as a factor that enhances consumer emotion, it is important to stimulate individual beauty management behavior. Information on active beauty management behaviors using offline and online to meet consumption patterns and individual needs nec-essary to activate beauty management behaviors, prepare improvement and measures for intergenerational in-terest and rapidly changing beauty management behaviors should be provided to consumers.