The Effect of Hair Beauty Shop Customers' Perception of General Risks and Beauty Shop Risks on Consumer Sentiment

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 af-fected, the beauty industry (mainly face-to-face services) is also subject to many negative effects. Consumer sen-timent 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 con-sumers. 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 be-tween risk perception and consumer sentiment has been revealed, it can be utilized to help recover and improve hair beauty shop business in the future.