The Impact of Risk Perception on Consumer Behavior in Self Hair-Dyeing

This study analyzed the impact of perceived risks (physical, technical, and performance risks) on consumer behavior (information seeking, use and consumption, outcomes, and consideration behavior) when dyeing hair at home. This analysis aims to contribute to the development of strategies to prevent adverse effects and attract customers in the beauty industry. An online survey was conducted with 258 self Hair-dyeing participants aged 20 to 50 nationwide. The collected data were analyzed using exploratory factor analysis, reliability analysis, descriptive statistics, correlation analysis, and multiple regression analysis using SPSS 25.0. The results showed that perceived risk associated with dyeing had statistically significant positive correlations with all subfactors of consumer behavior. In particular, perceived physical risk significantly influenced information seeking, use and consumption, outcomes, and consideration behavior. Perception of technical and performance risks also positively influenced consumer behavior, suggesting that perceived risk promotes prudent consumer behavior. The study found that higher perceived risk led consumers to take more proactive safety measures when dyeing their hair at home. This suggests the need for professional services and aftercare programs in salons. This study aims to prevent adverse effects from self Hair-dyeing and enhance the effectiveness of subsequent chemical treatments performed in salons. Furthermore, it aims to support salons in preventing customer churn due to self-dyeing and attracting new clients.