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KMID : 1145120200180020183
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Asian Journal of Beauty and Cosmetology
2020 Volume.18 No. 2 p.183 ~ p.193
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The Effect of Perception of Black Consumer Behavior on the Job Enthusiasm and Self-esteem of Beauty Service Workers
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Choi Myo-Sun
Jung Ki-Bbeum
Lee Young-Jo
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Abstract
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Purpose: The purpose of this study was to determine the effects of black consumers’ perception of behavior on job enthusiasm and self-respect among beauty industry workers.
Methods: The survey was conducted for 1 month beginning March 2, 2020, for beauty service workers in Seoul, Incheon, and Gyeonggi Province, and a total of 293 responses were analyzed. SPSS version 25.0 program was used to analyze frequency, factor analysis, reliability analysis, correlation analysis, one-way analysis of variance, post-verification, and multiple regression analysis.
Results: The perception of behavior of black consumers was found to be more in their 40s than in their 20s and 30s. Second, black consumers’ perception of behavior showed a negative correlation with job enthusiasm and self-respect, and job enthusiasm and self-respect showed a positive correlation with each other.
Conclusion: The results of this study provide basic data for the development of the beauty industry, and it is hoped that systematic human resources management will be planned and promoted to address the perception of behavior of black consumers and improve the job enthusiasm of beauty industry workers.
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KEYWORD
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Beauty service, Black consumer, Behavioral perception, Job engagement, Self-respect
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