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The Effect of Adult Women's Lifestyle on the Use of the Beauty Information on Social Media and Skin Care Related Purchase Motivation for the Skin Health Protection

Vol.7 (No.1) 2022
Author
admin
Date
2022-03-30 10:14
Views
1118

Abstract


Purpose: Personal hygiene become important due to the Covid-19 outbreak after 2019. An interest in skin health care has received attention to protect facial skin from wearing a protective mask on every day basis. This study has researched on an effect of lifestyle of female adult on searching beauty information through social network service (social media) and motivation to invest on skincare service.

Method: Survey method was used to gather information from 20s~50s of female. The survey consists of lifestyle, a usage of beauty information through social media, the motivation to purchase skincare service, and demographic variables. To characterize subjects, percentage, average, and frequency were calculated. Pearson Correlation has been applied to analyze the relationship between lifestyle, the usage of beauty information through social media and the motivation to purchase skincare service. Multiple regression analysis was performed to find cause-and-effect relationship.

Results: First, achievement seeking types and trend seeking types were outcomes as lifestyle. Information spread, sharing latest information, a use of information was obtained as a result of use of beauty information through social media. Aims of purchase of skincare were for relaxing, improving skin condition, and external stimulation based on this study. Second, among the lifestyles, achievement seeking types were found to use the latest variety of social media beauty information for purpose of rests, and trend seeking types were found to be active in using various skin care related purchase motivations and social media beauty information.

Conclusion: These studies confirmed that depending on types of lifestyles, an influence of use of beauty information on social media is different on skin care related purchase motivation. This study can be a baseline for marketing in the skin care industry by identifying lifestyle characteristics and use of beauty information on social media characteristics.

Keyword:Skin Health, Protection, Lifestyle, Social Media, Purchase Motivation
  • 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.
    Keyword:Beauty Consumer Sentiment, Consumer Psychology, Hair Salon Revisit, Covid-19, Service Expectation
  • 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.
    Keyword:Socio-Cultural Pressure, Health Belief, Perception, Behavior, Scalp and Hair Care
  • 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.
    Keyword:Beauty Shop Worker, Career Orientation, Transfer Motivation, Organization Support, Effect
  • 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.
    Keyword:Inner Beauty Products, Network Marketing, Consumer, Purchase Satisfaction, Selection Attributes
  • 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.
    Keyword:Goji Berry, Effect Enzyme Fermentation, Hair, Antioxidant, Natural Extract
  • 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.
    Keyword:Beauty Shop, COVID-19, Beauty Management Behavior, Consumer Sentiment, Face-to-Face Services
  • Purpose: As the COVID-19 pandemic began, the concepts that have been used in Korean society are “With Corona” and “Post Corona.” In Korea, social distancing and mask wearing were mostly lifted, but the sense of crisis did not disappear. As consumer sentiment shrank, productivity decreased, and the entire industry was affected, the beauty industry (mainly face-to-face services) is also subject to many negative effects. Consumer sentiment appears irrational and rationally regulates consumption habits. The general risk perception and beauty shop risk perception of COVID-19 were set as factors that affect consumer sentiment of hair beauty service consumers. This study aims to provide basic data to present a differentiated strategy that is different from other service fields for the development of the beauty industry. Method: The data of this study were statistically analyzed using SPSS 25.0, and first, an 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 chi-square test and multiple regression analysis were performed. Results: Social and environmental risk and economic risk, sub-factors of general risk perception, appeared to have a significant positive (+) effect on consumer sentiment, and human risk, a sub-factor of beauty shop risk perception, had a significant negative (-) effect on consumer sentiment. Was found to have an effect on In other words, it can be said that the higher the social and environmental risk and economic risk, sub-factors of general risk perception, the higher consumer sentiment, and the higher the human risk, the sub-factor of beauty shop risk perception, the lower consumer sentiment. Economic risk (β=.290, p<.001), human risk (β=-.231, p<.01), and social and environmental risk (β=.118, p<.05) affects consumer sentiment in the order has been shown to affect. Conclusion: ‘Presence of regular beauty shops’, ‘Beauty shop selection criteria’, and ‘Reason for reduction in beauty expenditure and items after COVID-19’ according to the age and gender of research subjects differ. There-fore, different marketing methods should be sought for each generation or gender. Since the relationship between risk perception and consumer sentiment has been revealed, it can be utilized to help recover and improve hair beauty shop business in the future.
    Keyword:Hair Beauty Shop, Beauty Industry, Perception of Social and Environmental Risks, Perception of Beauty Shop Risks, Consumer Sentiment
  • Purpose: A beauty health multi-shop is a place where two or more beauty and health-related professional services are managed, and it is divided into a multi-person multi-shop where multiple managers manage users and a one-person multi-shop that is operated by a single person. This study was conducted to conduct an objective and in-depth exploration of how the preference determinants of beauty health one-person multi-shop customers are organized. Method: As a research method, the first open-ended survey was conducted, and based on this, preliminary questions were constructed through content analysis, and the second closed-ended survey was conducted. The first survey was conducted on 95 adults with experience in using beauty and health one-person multi-shops, and the second survey was conducted on 212 questionnaires with the same experience, and the final preference determinants were derived through exploratory factor analysis and reliability verification. Results: The results of the study were implied by 17 sub-constructs, 6 constructs and 1 other factor. The first three internal preference determinants were identified as manager expertise, customer care environment, and affordability, and the second three external preference determinants were identified as diversity, convenience, and member retention services. Conclusion: Currently, in Korea, the beauty health industry is based on the health industry and the beauty industry is being mixed and converged, creating new demands that are connected to health, culture, emotions, and aesthetic pursuits. The results of this study provide an objective explanation of the determinants of consumers' preference for visiting beauty and health one-person multi shops, so it is expected to be used as a resource for various operational measures in the future.
    Keyword:Health Multi-Shop Operate by One Person, Content Analysis, Preference Determinants, Experience, Differentiation
  • Purpose: In modern society, where professional skills and function are required according to changes in the industrial structure, the personal and technical job capabilities of beauty human resources who pursue beauty targeting the human body are the most important factors affecting the growth of beauty companies along with customer satisfaction. Since it is a resource, it is a time when effective and efficient management of human resources is desperately needed. introduction of the National Competency Standards and Fair Evaluation Qualification System, one of the widely used improvement directions to quickly reflect changes in the industrial field, will help improve the productivity of beauty care by studying whether it is correlated with the technical capabilities of designers. Method: This survey was conducted for 15 days from August 5, 2022, by setting practitioners nationwide who obtained national qualifications related to hairdressing (hair) and working in hair salons as survey subjects, distributed the questionnaires directly, and asked the respondents to fill in the questionnaires directly. An empirical survey was conducted using a self-administered questionnaire survey method. First, a measurement tool was constructed, the factors of the item on the difference in job ability were analyzed, and the validity and reliability of the four factors extracted based on the eigenvalue 1 were tested, and the data were analyzed. Results: As a result of demographic analysis, there were 239 males (50.9%) and 231 females (49.1%), As a result of the descriptive statistics analysis, the overall job competency averaged 3.45 points. Among technical job skills, ‘correction service ability’ (M=3.63) appeared the highest, ‘Cutting skills’ (M=3.62) followed by ‘professional work’ (M=3.52). Differences in technical job competency by gender were relatively higher in men than women in terms of cutting skills, customer hair evaluation/prescription, and more, In the case of women, compared to men, permanent wave technology, hair coloring technology, straightening service ability, fashion/ingenuity, and hair styling skill were relatively higher, showing differences. Technical job skills by age were relatively higher in those in their 50s, 60s, and 20s than those in their 30s and 40s. Job competency according to the final level of education was relatively high in those with a 4-year college degree or higher. It was found that those who majored in beauty related departments had higher work ability than those who did not major. As a result of the analysis by experience, the overall technical job ability was relatively high for less than 5 years or more than 10 years, and for professional work. Conclusion: As a result of analyzing the technical job of hair designers working in the industrial field, it can be seen that those in their 20s have the best technical job ability by age, and those with less than 5 years of experience have the best technical job ability by career. It is recognized that the systematic curriculum of NCS is working meaningfully.
    Keyword:Beauty Job, Ability, Hair Designer, Increased Productivity, National Competency Standards
  • Purpose: Unlike in the past, the modern women have destroyed the frame of stereotypes that women must be feminine and men must be masculine through their own arguments and active actions. This has resulted in changes in the women’s self-esteem as their independent tendencies have strengthened due to changes in stereo-types about their roles and the women's advancement into society. The purpose of this study is to examine the effect of self-esteem and gender sensitivity on the appearance recognition behavior of women in their 20s. Method: The questionnaire items for scale development of the study were used for the women in their 20s for empirical research. The composition of the questionnaire consisted of self-esteem, gender sensitivity, appearance recognition behavior, and demographic variables. A stepwise multiple regression analysis was conducted to investigate the relationship between demographic variables, self-esteem, gender sensitivity, and appearance recognition behavior. Results: First, as a result of analyzing the effect of self-esteem on gender sensitivity, it turned out that positive self-esteem had a positively significant effect on gender sensitivity, and negative self-esteem had a negatively significant effect on gender sensitivity. Second, as a result of analyzing the effect of gender sensitivity on the appearance stereotypes, it turned out that gender positive attitude had a positively significant effect on the appearance stereotypes, and gender sensitivity also had a positively significant effect on the appearance stereotypes. Third, it turned out that gender sensitivity has a mediating effect when the positive self-esteem affects appearance evaluation and respect for appearance, and the negative self-esteem affects appearance evaluation and appearance stereotypes. Conclusion: It is considered that the research on the direction of the beauty industry and between the classes that become direct consumers must be conducted in various ways because the gender sensitivity that women have as a human being can bring about changes in appearance recognition behavior, thereby breaking away from stereotypes about gender. It is hoped that this study will help understand the gender sensitivity of women in their 20s and contribute to the development of the beauty industry.
    Keyword:Women in Their 20s, Self-Esteem, Gender, Gender Sensitivity, Appearance Recognition Behavior