코로나로 인한 사회적 위험이 미용실 이용고객의 심리와 소비지향에 미치는 영향

The purpose of this study is to provide basic data necessary to derive directions and tasks for the further development of the socially depressed beauty industry by studying the effect of social risks on the psychological state and consumption patterns of beauty consumers and their response. According to the purpose of this study, an empirical survey was conducted on beauty salon consumers in Seoul and a total of 301 copies were analyzed using SPSS 21.0. As a result of the analysis, as a result of examining the demographic characteristics of the survey subjects, unmarried women in their 30s with an average monthly income of more than 2 million won to less than 3 million won were found to be high. Second, as a result of examining the effect of social risk due to COVID on psychology, it was found that the higher the tendency for social and economic risk and physical infection risk factors due to COVID-19, the higher the negative psychological factors due to social risk. Third, as a result of examining the effect of social risks due to COVID-19 on consumption patterns, the higher the tendency for social and economic risks due to COVID-19 and physical infection risk factors, the higher the cost-effective consumption tendency of hair salons and dangerous goods. In conclusion, droplet infection, the main cause of COVID-19, is infected through physical contact, so in the case of beauty salons that provide human services, consumers’ negative psychology should be reduced through thorough infection prevention measures and manual infection prevention education. In addition, marketing strategies such as customer management, post-management, style counseling, and thorough reservation management open systems that can be used offline and customer management, considering price adjustment and cost-effectiveness, and event after service purchase are needed.