Effect of Risk Perception on the Prevention of Beauty Salon by COVID-19 Related Customers on the Avoidance of Hair Salon and the Form of Preferred Hair Salon

Abstract

The purpose of this study is to find out the impact of COVID-19 customer-oriented hair salon quarantine measures on the risk perception and preferred hair salon types, and to establish quarantine measures for each hair salon type. As a research method, self-administered questionnaire and the collected 427 were analyzed by using SPSS24.0. and structural equation modeling was performed on the result by using frequency analysis exploratory factor analysis, reliability analysis, and multiple regression analysis. As a result, the effect of preventive measures on the risk perception of visiting hair salons is that, first, spatial risk perception factors affect the definition of air quarantine, personal quarantine, and personnel control factors affect the higher the risk factor. As a result of examining the impact of hair salon quarantine measures on preferred hair salon types, first, small preference factors affect the definition of air quarantine, personnel control factors, and second, large and brand preference factors increase with higher preference for personnel control and air quarantine factors. In conclusion, through the results of this study, it is necessary to prepare improvements to various hair salon quarantine measures to reduce the risk of customers entering Hair Salon and to ensure smooth inflow of each salon.