Analysis of the Relationship between Beauticians' Job Stress from Black Consumers and Turnover Intention

This study aimed to examine the relationship between beauticians' job stress caused by unethical consumer behavior and their turnover intention. A survey was conducted from October 1 to November 31, 2024, with 280 beauticians in their 20s and 50s working in beauty service industry. The collected data before being analyzed using SPSS 25.0. Frequency analysis, while exploratory factor analysis, reliability was measured using Cronbach’s alpha coefficient. Descriptive statistics, correlation analysis, and regression analysis were conducted. This study is significant in emphasizing how unethical consumer behavior, an emerging social issue, affects beauticians' turnover intention. The key findings are as follows: First, unethical consumer behavior significantly increases job stress. Second, unethical consumer behavior contributes to increase turnover intention. Third, job stress was found to mediate the relationship between unethical consumer behavior and turnover intention, meaning that as job stress increased, so did the likelihood of turnover. Based on these findings, this study suggests that implementing stress management programs, fostering a sense of professional ownership, delivering high-quality services, and enhancing customer satisfaction are crucial strategies for reducing turnover intention among beauticians and ensuring the sustainable growth of the beauty industry.