Abstract
This study attempted to investigate the relationships of black consumer behavior perceived by hair specialists with emotional dissonance, self-esteem and turnover intention. For this, a questionnaire survey was performed against a total of 404 hairdressers from across the country as of 2022. The collected data were analyzed by frequency analysis, factor analysis, correlation analysis and structural equation modeling (SEM), and the results found the followings: First, concerning correlations between black consumer behavior perception factors and emotional dissonance, ‘aberrant behavior’, ‘authoritarian behavior’ and ‘deceitful behavior’ had a positive correlation with ‘acting emotion’ and ‘affective conflict’ with statistical significance. They also revealed a positive relation with turnover intention. However, no statistically significant correlation was found between black consumer and self-esteem. Second, according to hypothesis testing, Hypothesis 1 was supported because hair specialists’ perception of black consumer behavior showed a positive effect on emotional dissonance.
 Hypothesis 2 was rejected because hair specialists’ perception of black consumer behavior had no influence on self-esteem. Hypothesis 3 was accepted because hair specialists’ perception of black consumer behavior revealed a positive effect on turnover intention. Hypothesis 4 was rejected because hair specialists’ emotional dissonance had no influence on self-esteem. Lastly, Hypothesis 5 was adopted because hair specialists’ emotional dissonance showed a positive effect on turnover intention. It is anticipated that the above results would suggest a future direction for interactions between hairdressers and consumers.
Published Version
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