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Post-COVID-19 Era Fashion Culture Perception Impacting on Beauty Consumption Behavior Change

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Cross-Cultural Design. Applications in Business, Communication, Health, Well-being, and Inclusiveness (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13313))

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Abstract

The COVID-19 epidemic has affected the daily activities of people all over the world as never before. To prevent the epidemic, most people have greatly reduced outings, especially those that require face-to-face or in groups. Beauty salons require physical consumption behavior in the store. Previously, it was an important consumption activity for many women. Moreover, the COM-B model was proposed in 2011, using ability, motivation, and opportunity as the research framework to explain human behavior. This research is aimed at members of the three-party matching APP in the beauty industry, including consumers, technicians, and shopkeepers. In the post-COVID-19 era, this study used COM-B as the framework to explore the APP user behaviors affected by capabilities, motivations, and opportunities. A total of 385 valid questionnaires were collected. This study used descriptive statistics to analyze the samples’ basic data, confirmatory factor analysis to test the reliability and validity of the questionnaire, and structural analysis to verify the research hypotheses. Finally, this study validated the behavior change model of the COM-B framework and obtained significant results for both direct and indirect effects between the variables. Among them, the motivation of pursuing beauty best explains the behavior of members on the app platform. In addition, the sense of fashion culture as a moderating variable also successfully strengthened the relationship between motivation and behavior. Under the influence of the COVID-19 epidemic, the motivation of beauty and fashion culture sense still plays an important role in influencing the consumption-related behaviors of hairdressing and beauty consumers.

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Authors and Affiliations

  1. The Graduate Institute of Design Science, Tatung University, Taipei, Taiwan

    Yang-Wen Chang & Yen Hsu

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  1. Yang-Wen Chang
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  2. Yen Hsu
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Correspondence to Yang-Wen Chang .

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  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Chang, YW., Hsu, Y. (2022). Post-COVID-19 Era Fashion Culture Perception Impacting on Beauty Consumption Behavior Change. In: Rau, PL.P. (eds) Cross-Cultural Design. Applications in Business, Communication, Health, Well-being, and Inclusiveness. HCII 2022. Lecture Notes in Computer Science, vol 13313. Springer, Cham. https://doi.org/10.1007/978-3-031-06050-2_16

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  • DOI: https://doi.org/10.1007/978-3-031-06050-2_16

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