The Effect of COVID-19 Based Risk Perception on the Nail Industry -Focusing on the Change in Nail Purchasing Behavior of Female Consumers-

Abstract

The purpose of this study is to understand the impact of COVID-19 risk perceptions on the nail industry. For this purpose, an online survey was conducted on female customers in their 20s to 50s, from May 18, 2021 to May 31, 2021. Frequency analysis, descriptive statistical analysis, factor analysis, reliability analysis, one-way ANOVA, and correlation analysis were performed using the SPSS Statistics 28.0 program. The results show the following: First, when examining ones COVID-19 risk perceptions according to certain general characteristics, there was a significant difference in perceived economic risk according to ones occupation, education, and income. Second, as a result of examining the correlations between COVID-19 risk perceptions, positive correlations were found between physical risk and economic risk, social risk and economic risk, and physical risk and social risk. It was also found that the overall average of each risk perception category appeared in the order of social risk, physical risk, and economic risk. In addition, as a result of examining the correlations between the perceptions of COVID-19 risk and nail purchase behavior, there was a significant negative correlation between the perception of social risk and nail care cost and purchase times of nail care (purchase behavior), and there was also a significant negative correlation between the perception of economic risk and nail care cost purchasing behavior. Third, after COVID-19, 45.2% used self-nail only, while 32.5% used self-nail and a professional nail shop together, and 22.3% used professional nail salons only. Since the group using self-nails and professional nail salons at the same time accounts for 32.5% even after COVID 19, it was confirmed that self-nails and professional nail salons can co-exist (not a zero-sum competitive market). Fourth, the preference of professional nail salons decreased from 62.8% to 25.9% after COVID-19, and the preference for self-nails increased from 37.2% to 74.1%. Therefore, it is necessary to understand the self-nail market to further facilitate the growth of the nail industry. After examining self-nail purchasing behavior, there were no significant differences between age groups in the reasons they started self-nail care, disadvantages they experienced in self-nail care, improvements sought after in the self-nail care industry, or the types of self-nail care management used. However, there was a significant difference in the reason why they keep using self-nails. This study intends to provide marketing materials that are helpful to the nail industry and provide basic data to promote the nail industry.