Effects of COVID-19 Risk on Expectation and Compensation Psychology

In order to prevent the prolonged COVID-19 and the spread of infection, the government’s high-intensity social distancing has caused an untact phenomenon, which is increasing due to negative psychology of consumer anxiety and uncertainty about the future. Therefore, this study is meaningful in presenting basic data on new marketing strategies differentiated from the beauty industry, which is stagnant due to academic implications and COVID-19 risks, by measuring factors in an empirical manner to satisfy consumers’ needs based on negative consumer sentiment. According to the purpose of this study, a total of 301 copies were analyzed using SPSS 21.0 for beauty salon consumers in Seoul. 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 on the reliability of beauty salons due to COVID-19, the higher the tendency to social and economic risk factors due to COVID-19, the more the tendency to physical infection risk factors due to COVID-19, the higher the expectation and compensation psychology factors. In conclusion, beauty salons should minimize the risk of COVID-19 to increase customers’ expectations. In order to clean up the area and tools in the store, organizational management is important, such as manual programs and training to prevent infection, and customer requirements such as price-based pricing and 1+1 discounts, special customer management, customer service.