The Effects of Perceived Seriousness and Perceived Benefits of COVID-19 on Beauty Health Care Behavior of Working Women in Their 20s and 30s

Abstract

The purpose of this study is to examine the effect of health beliefs of workplace women in their 20s and 30s on beauty healthcare behavior of perceived seriousness and benefits from COVID-19. Online questionnaires were sent to office women in their 20s and 30s in Seoul and Gyeonggi Province from March 29 to April 28, 2021, and 578 copies were used for the final analysis. The collected data were analyzed using the SPSS WIN 21.0 program, and frequency analysis, factor analysis, reliability analysis, descriptive statistical analysis, correlation analysis, and multiple regression analysis were performed. The results of the study are as follows. First, working women in their 20s and 30s perceived the seriousness and benefits of COVID-19 at a high level, and beauty healthcare behavior was investigated above the normal level. Second, beauty healthcare behavior showed a high positive(+) correlation in the order of perceived seriousness and perceived benefits of health beliefs. Third, the higher the severity perceived as COVID-19, the higher the beauty healthcare behavior, health management behavior, and cosmetics use behavior. Fourth, the higher the benefits perceived as COVID-19, the higher the beauty healthcare behavior, cosmetics use behavior, and health management behavior. Recognizing the importance of beauty healthcare, this study is expected to contribute to industrial development by allowing people to live a healthy life physically and mentally and providing basic data for beauty health programs.