Motivations, Convenience, and Emotional Responses of Consumers in Their 20s Using Co-working Beauty Salons

The beauty service market is undergoing a shift toward personalized experiences, particularly among consumers in their 20s who actively pursue individuality and convenience. Shared hair salons have emerged as a new service model that aligns with the lifestyle and aesthetic preferences of this demographic, offering freedom in stylist selection, flexible reservations, and efficient service access. This study aimed to examine the structural relationship between usage motivation (intrinsic and extrinsic), perceived convenience (usability, accessibility, reliability, acceptability), and emotional responses (positive and negative) in the context of shared hair salons. A quantitative survey was conducted with individuals in their 20s who had experience using shared hair salons in the Seoul metropolitan area. The findings revealed that intrinsic motivation had a significant positive effect on all sub-factors of convenience, while extrinsic motivation showed a negative effect. Additionally, intrinsic motivation increased positive emotional responses, whereas extrinsic motivation increased negative emotional responses. Among the convenience factors, reliability and acceptability were particularly influential in reducing negative emotional responses. These results highlight the importance of emotional satisfaction and user-centered design in enhancing loyalty to shared salon services. This study provides meaningful insights for developing targeted branding and service strategies in the evolving beauty industry landscape.