The Consumption Orientation Level and Behavioral Intention of Beauty Shop According to the Pandemic Era Risk Perception and the Measures for Vitalizing the Service Industry

Abstract

The ultimate purpose of this study is to present the differentiated strategies of the beauty service industry by drawing the vitalization measures for its new operation and development into the high-value added industry in the changed time flow of the pandemic era. Total 756 questionnaires were used for the final analysis. The collected data was analyzed by using the SPSS 22.0 Statistical Program and AMOS 22.0 Statistical Program. First, the risk perception had significant effects on consumption orientation. Second, the direct effects of risk perception on behavioral intention were not statistically significant while there were indirect effects of mediating the consumption orientation. Third, the direct effects of risk perception on selection attributes were not statistically significant while there were indirect effects of mediating the consumption orientation. Fourth, the consumption orientation had significant effects on behavioral intention. Fifth, the consumption orientation had significant effects on selection attributes. Sixth, the behavioral intention had significant effects on selection attributes.