The Effects of Anxiety over COVID-19 on Purchase Behaviors in Beauty Services

Abstract

This study covered 219 males and females in their 20s~50s living in Seoul and Gyeonggi-do areas. SPSS v. 21.0 was used to analyze the data. The purpose of this study was to identify the effects of anxiety over COVID-19 on purchase behaviors in beauty services and the results are as follows. First, based on an analysis of the effects of anxiety over COVID-19 on abstention, there were significant positive results, meaning that more anxiety leads to more abstention. Second, based on an analysis of the effects of anxiety over COVID-19 on the preferences, there were significant positive results, meaning that more anxiety leads to more preference behaviors. Third, based on an analysis of the effects of anxiety over COVID-19 on expected behaviors, there were significant positive results, meaning that more psychological anxiety leads to more expected behaviors pertaining to beauty services. Summing up, the social anxiety over COVID-19 makes people abstain from beauty services or reduces the use. People prefer one-person shops to large franchise shops where congestion may occur. It is also assumed that psychological healing where stress and depression disappear as one uses beauty services leads to expected purchase behaviors. Considering these points, we can assume that the beauty industry should thoroughly manage disinfection and hygienic affairs and use reservation system where only a very few people can come and this will make anxiety disappear. This will remove problems of the beauty services that necessitate contacts with people and increase purchase behaviors.