The Effect of Trend Hair Color Perception and Consumer Innovation on the Consumption Value of Beauty Service

Currently, the beauty industry is becoming very competitive with considerable red ocean. In particular, sales of many beauty salons are decreasing due to the recent economic recession. Therefore, differentiated management and marketing strategies for hair salons are needed. The collected data were analyzed using the SPSS 28.0 program. The results of a survey on the effects of hair trend color perception and consumer innovation on the consumption value of beauty services for people in their 10s to 40s or older living in Daejeon Metropolitan City and Sejong City are as follows. The sub-domains of trend hair color perception were positive perception (M=3.66) and negative perception (M=2.92), and the sub-domains of consumer innovation were social innovation (M=3.27) and hedonic innovation (M=3.53), and the sub-domains of consumption value were economic factors (M=3.13), social factors (M=3.51), and personal factors (M=3.65). Both positive and negative perceptions of trend hair color were found to affect consumption value by economic, social and personal factors. Consumers' social and hedonic innovation had a positive(+) effect on consumption value by economic factors, and hedonic innovation had a positive(+) effect on consumption value by social and personal factors. Therefore, it was confirmed that the higher the trend hair color perception and consumer innovation, the more variables affect the consumption value of beauty services, and based on the results of this study, it is expected to help revitalize the beauty industry.