PROTECTION CONVERGENCE

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.

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.

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.

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.

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.