PROTECTION CONVERGENCE

Purpose: Korea's beauty and health industry has continued to change and develop beyond simple appearance care into the area of health intervention. Accordingly, this study was conducted to confirm the mechanism of application of device using Microcurrent Technology to the human body and various management methods. In addition, the purpose of this study was to find out how Microcurrent device is being used for health interventions in modern people. Method: In this study, we investigated previous research related to microcurrent, health intervention, and beauty care published until recently in PubMed, Google Scholar, and Korea Research Information Sharing Service. Among them, a literature review was conducted on papers judged to be deeply related to the content of this study. Results: In Korea, devices that use Microcurrent Technology are still being used interchangeably without an exact definition. The reason for this is that we are in a transitional period from medical device to beauty device. In this study, the device for skin care and health intervention was defined as Microcurrent Care (MCC), and the mechanism of application to the human body was confirmed. In addition, the method of using and safety management of the MCC device was also presented. Conclusion: In Korean society, as the beauty industry continues to change and develop into an area that improves health and quality of life, the range of use of MCC devices is gradually expanding. In this study, the under-standing and utilization areas of MCC devices were identified for the development direction of K-beauty, and suggestions were made for long-term success and sustainability.

Purpose: K-smart beauty is securing an important position in the global beauty industry through innovation based on a scientific approach and the latest technology. This satisfies consumers' diverse appearance management needs and conveys the positive values of the new K-culture. In this study, we aim to examine changes in Korean beauty care behavior for the pursuit of health interventions and aesthetics that meet consumer requirements and preferences. Method: This study investigated academic research published by the Korea Research Information Sharing Service (www.riss.kr), data from Korea's government-funded research institutes, and media articles to investigate the recent change process of K-beauty. Purpose of the study a literature review was conducted by organizing the contents that corresponded to the above. Results: The beauty industry in Korean society is going through a process of specialization, segmentation, and cutting-edge technology, and is transforming into smart beauty through continuous innovation. Changing consumer awareness of beauty care was at work on this basis, and various factors such as technological development and distribution of beauty equipment, diversification of service provision to consumers, and globalization of K-culture were confirmed to have a complex synergistic effect. Conclusion: In Korean society, the perception of beauty care is changing beyond simple appearance care to the concept of smart beauty, which includes health interventions. It has been confirmed that these changes enable the provision of efficient and economical services and are gradually moving towards data-based customized services for everyone while protecting the environment.

Purpose: The competitive environment of the beauty service industry entered into fierce competition due to factors such as the opening of the service industry and the diversification, advancement, and multi-attributes of the economy. Consumers choose a store with a wide variety of needs and thoughts, and their intention to reuse is determined by the behavior of internal customers they meet at one-on-one contact points with customers. The purpose of this study is to suggest a way to become a competitive beauty shop by providing better service to customers by confirming the relationship between service quality, customer satisfaction, and revisit intention through empirical analysis. Method: In this study, prior research and empirical research were conducted in parallel for the purpose of the study, and a research model was established based on the existing prior research. In order to verify the validity of the research model, 500 copies were finally used for empirical analysis using an online survey method centered on female users who visited domestic beauty shops (hair, skin, nail, makeup). Statistical analysis was performed using programs (SPSS 23.0, AMOS 23.0) as an analysis method, and statistical methods such as frequency analysis, cross-tabulation, factor analysis, variance analysis, and structural equations were analyzed and processed. Results: First, as a result of analyzing the difference in service quality according to age, it was found that response, empathy, materiality, and reliability factors were statistically different. Response, empathy, and reliability were high in the 40s, and materiality was high in the 20s. Second, as a result of analyzing the difference in service quality according to the most used beauty shop, it was found that there was a difference in the empathy factor. As a result of the post-hoc test, there were differences in makeup, skin care, and nail beauty, and the empathy of skin care and nail beauty was analyzed to be higher than makeup. Third, as a result of analyzing the differences in the Revisit Intention factor according to the Most used beauty shop, the Revisit Intention factor was statistically significant, and it was analyzed that the Revisit Intention of nail beauty was higher than that of makeup. Fourth, as a result of examining the extent to which service quality factors using AMOS affect overall Revisit Intention, among service quality factors, reliability has the greatest impact, and response, empathy, materiality, and professionalism do not directly affect Revisit Intention. Conclusion: Customers who visit beauty service companies today have a variety of needs, and it has become competitive to derive customer satisfaction with more delicate consideration. It can be seen that the improvement of overall service quality has a direct effect on Revisit Intention, and it was found that customers revisit due to reliability. Due to the nature of the beauty industry, which relies heavily on human resources, research on how it will affect customers' Revisit Intention is expected to provide many implications for strengthening the competitiveness of the beauty industry in the future.

Purpose: In the contemporary world, where personal values and standards of living are on the rise, appearance is not only an important means of self-expression, but also plays a central role in the formation and expression of the self. By being satisfied with one's appearance, one can fulfill the outer and inner beauty of the body, thereby increasing self-esteem and maintaining good interpersonal relationships and positive social behavior in social life. With the increasing importance of appearance in modern society, interest in beauty is also increasing. The objective of this study is to investigate the relationship between self-esteem, appearance satisfaction, and beauty interest among college students. Method: Questionnaires were distributed offline to college students at four-year universities in Gyeonggi-do for about one month from September to October 2023 and analyzed using the SPSS V.27.0 statistical package program to investigate the relationship between self-esteem, appearance satisfaction, and beauty interest. Stepwise multiple regression analysis was used to examine the relationship between self-esteem, appearance satisfaction and beauty interest. Results: First, the results of the analysis of the effect of self-esteem on appearance satisfaction showed that self-esteem had a significant effect on two sub-dimensions of appearance satisfaction: appearance confidence and appearance anxiety. Second, the effect of self-esteem on beauty interest was analyzed, and it was found that positive self-esteem and negative self-esteem had a significant effect on the sub-factor of beauty interest, fashion interest. Third, the results of the analysis of the effect of appearance satisfaction on beauty interest showed that self-control interest and others' fashion interest are influenced by appearance satisfaction and have a defining effect on appearance self-confidence and appearance anxiety. Conclusion: The expansion of the beauty industry has given rise to the emergence of numerous beauty-related fields, which has resulted in a surge in various forms of consumption. It is our contention that multidisciplinary research should be conducted on various generations of consumers in the beauty industry, and we anticipate contributing to further research on beauty interest.

Purpose: As social distancing continues due to the pandemic, research results show that psychologically exhausted people are willing to increase consumption despite their perception of safety due to compensation psychology. Following research results showing that the safety of beauty must be ensured due to Covid-19, it is being argued that the beauty industry, which was greatly affected by the economic downturn, should be revitalized as Covid-19 enters a phase of calming down again. Therefore, there is a need to verify what factors influence customers who visited hair salons before Covid-19 to revisit the salon. The purpose of this study is to present a positive impact as a way to stimulate the intention to revisit hair salons. Method: The data of this study was an online survey targeting men and women who had experience of using hair salons. we aim to analyze the effect of Beauty Consumer Sentiment after Covid-19 and its sub-factors on Hair salon Revisit Intention. The data were statistically analyzed using SPSS 25.0, and first exploratory factor analysis 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. Independent t-test, Pearson’s correlation analysis and regression analysis were performed. Results: Beauty Consumer Sentiment after Covid-19 had a significant positive effect on Hair salon Revisit Intention. Among the subfactors of Beauty Consumer Sentiment after Covid-19, Safety Expectations and Psychological Compensation did not have a significant positive influence on Hair Salon Revisit Intention. Among the sub-factors of Beauty Consumer Sentiment after Covid-19, service expectation had a significant positive effect on Hair salon revisit intention. Conclusion: As Beauty consumer sentiment improves, repeat visits increase. Among consumer psychology, it was found that service expectation had a positive influence. This can be said to be a similar result to how service quality affects repeat visits. The reason why safety expectations have not had an impact after Covid-19 is because safety is fully recognized, so safety cannot be seen as leading to repeat visits. It can be said to be a differentiated study in that it yielded different results from existing studies on safety and compensation psychology. In future research, we hope to overcome the limitations of this study and to achieve objective and clear research results by diversifying the study in more detail by region and age.

Purpose: In modern society, with economic development and improvement of living standards, beauty is no longer solely aimed at physical appearance, but there is a lot of interest in scalp and hair care based on health. This study aims to investigate the influence of socio-cultural pressure and health beliefs on the perception of scalp and hair care. Method: In modern society, with economic development and improvement of living standards, beauty is no longer solely aimed at physical appearance, but there is a lot of interest in scalp and hair care based on health . This study aims to investigate the influence of socio-cultural pressure and health beliefs on the perception of scalp and hair care. Results: Pearson's correlation analysis was performed to determine the correlation between the variables. All the variables showed a significant positive correlation with each other. Next, multiple regression analysis was conducted to determine the effects of scalp and hair sociocultural pressure and health beliefs on perception and behavior of scalp and hair care, and it was found that sociocultural pressure from acquaintances, sociocultural pressure from media, intention to use, and maintenance had a significant positive effect on Perception and Be-havior of scalp and hair care. Maintenance (β=.403, p<.001), sociocultural pressure from acquaintances (β=.246, p<.001), sociocultural pressure from the media (β=.240, p<.001), and intention to use (β=.129, p<.05) were found to affect perception and behavior of scalp and hair care. Conclusion: In order to improve 'Perception and Behavior of Scalp and Hair Care', it can be interpreted that it is necessary to pay attention not only to scalp and hair health beliefs but also to socio-cultural pressures. It can be said that this study proves that idealized appearances in the media and relationships can influence not only behaviors such as dieting, but also individuals' perceptions and actual behaviors regarding scalp and hair.

Purpose: In this study the impact of beauty shop workers’ Career Orientation on Transfer Motivation was analyzed with organization support as a moderating effect. Method: This study looked at previous studies on each variable based on domestic and foreign research papers and books, and analyzed a total of 310 valid questionnaires using beauty shop workers as the population. Statistical processing was performed using the statistical analysis package SPSS v.23. Frequency analysis was conducted to determine the demographic characteristics of the study subjects, and Cronbach's evaluation of internal consistency was conducted to determine the reliability of the questions on Career Orientation, Transfer Motivation, and organizational support. Reliability analysis was conducted using the Alpha coefficient. The comprehensive influence relationship forming the causal relationship between the variables presented in the research model was conducted through multiple regression analysis and controlled regression analysis. Results: The above analysis results are summarized as follows. First, the impact of Career Orientation on Transfer Motivation is that among the Career Orientation factors, Organizational Orientation (Organizational Orientation) and Professional Orientation (Professional Orientation) are It was found to have a positive (+) direction on Transfer Motivation. In other words, as Organizational Orientation and Professional Orientation among Career Orientation factors increase, Transfer Motivation also increases. Second, among Career Orientation factors, it was verified that Professional Orientation has the greatest influence on Transfer Motivation. Third, organizational support was found to moderate the effect of Career Orientation on Transfer Motivation. Among the Career Orientation factors, organizational support was adjusted to have a lower impact on Transfer Motivation the higher the Organizational Orientation, and the higher the Professional Orientation, the higher the Transfer Motivation. It was verified that the effect on (transition motivation) was adjusted to increase. Conclusion: This study provides basic data to improve the capabilities of employees through the organization's continuous support for organizational members and to facilitate human resource management so that they can directly contribute to organizational performance. As a result, the turnover rate of beauty shop workers can be reduced and individual capabilities can be strengthened. I hope that it can be put to good use.

Purpose: Korean society is increasingly interested in expressing a beautifully maintained appearance rather than simply pursuing beauty. In addition, the development and sales of beauty products related to this are in-creasing as people are demanding to think about their inner health as well as their outer appearance. Therefore, this study focused on inner beauty products sold through network marketing and objectively examined how consumers evaluate their purchase satisfaction according to their choice attributes. Method: Participants in the study were participants who had purchased inner beauty products through net-work marketing, and 212 response sheets were used for the final analysis. Multiple regression analysis was conducted to verify the influence of network marketing selection attributes of inner beauty products on consumer purchase satisfaction, and the significance level according to statistical test was determined at p<.05. Results: Multiple regression analysis was conducted to examine the multidimensional influence of the factors of the choice attributes of the study participants on the sub-factors of the purchase satisfaction variables. The results of the study showed that the choice attributes that have a significant impact on consumer purchase satisfaction are internal choice attributes and ecological choice attributes, except for external choice attributes. Conclusion: Consumption choice attributes of modern people show various consumption behaviors depending on individual characteristics and perceived value. In this study, we examined how consumer purchase satisfaction is manifested according to the choice attributes of consumers participating in network marketing. Based on these results, it is expected that network marketing operators can use it as an objective data on the selection attributes and purchase satisfaction evaluation of inner beauty products so that they can have an independent attitude as business owners.

Purpose: Recently, as the number of cases of side effects due to exposure to chemicals has increased, consumers' anxiety about chemicals has deepened, and interest in cosmetics using natural extracts that do not use chemical ingredients has increased. No-chemicals are being created and scientific research using natural extracts is expanding. Accordingly, Goji berry, which is a natural product handed down from the private sector and is rich in various functional ingredients such as carotinoids, choline, and zeatin, and is said to be excellent for anti-oxidation effects, was fermented and the active ingredients and effectiveness (in vitro) were investigated. Method: Goji berry, which has been found to contain large amounts of functional ingredients such as betaine and rutin, is extracted through double fermentation using EM (Effective Microorganisms) and malt to obtain total polyphenol content, flavonoid content, total sugar content, DPPH radical scavenging ability, and SOD. Effectiveness (in vitro) was examined through activity, catalase activity, hydrogen peroxide, and peroxidase verified. Results: As a result of the measurement, the sugar content increased when the EM (Effective Microorganisms) fermented product was enzymatically fermented after extracting Goji berry fruit with purified water. The difference depending on the enzyme fermentation temperature was also higher when the enzyme fermented at 60°C com-pared to immediately after fermentation. The sugar content increased by about two-fold. The total polyphenol and total flavonoid content decreased when the EM (Effective Microorganisms) fermentation product of the sealed pressurized hot water extract was enzymatically fermented at 60°C. Conclusion: The extract double-fermented from Goji berry fruit through EM (Effective Microorganisms) fermentation and malt enzyme fermentation has excellent antioxidant ability, suggesting the possibility of using Goji berry fruit and EM (Effective Microorganisms) fermentation as a natural antioxidant. I confirmed that it exists. In particular, it has antioxidant and antibacterial functions, and its feasibility as a natural raw material used in hair products was found.

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 analysis 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 behavior 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 necessary to activate beauty management behaviors, prepare improvement and measures for intergenerational interest and rapidly changing beauty management behaviors should be provided to consumers.