Chang Yang-Wen, Hsu Yen
The Graduate Institute of Design Science, Tatung University, Taipei, Taiwan.
Front Psychol. 2022 Jun 3;13:925905. doi: 10.3389/fpsyg.2022.925905. eCollection 2022.
COVID-19 began to spread worldwide in early 2020. Various governments have taken measures such as isolation, travel bans, and evacuation, mandating people to wear masks and go out less, in an attempt to prevent the spread of the virus. Governments also restrict human contact service industries, including beauty and hair salons. When the pandemic was very serious, consumers had great doubts about going for hairdressing so the beauty industry was greatly affected. This study designed and developed an app platform that considers the COVID-19 and is used for the psychological role of consumer safety. The methodology of this research is a qualitative study. Based on the Capability, Opportunity, Motivation, Behavior (COM-B) model, and presenting the context of capabilities, opportunities, and motives of the theoretical framework, this study investigates the factors that identify the demand for the development of the platform for the beauty industry app matching mechanism. Four groups of people including consumers, beauty technicians, store managers, and application development engineers all conduct interviews based on their ability, opportunity, and motivation after experiencing the using application of OpenBeautiful. The results found that all groups of people already had the knowledge and ability to avoid infection in a pandemic, so it was possible to establish the need and feasibility of using the app platform. The use of the beauty industry app platform can bring new consumption patterns and career opportunities, and can trigger more business behavior activities. Therefore, this study starts from the COM-B model, and then explores the user needs of the platform according to the COM-B model framework, and proposes the mechanism and platform of app matching. Finally, based on the conclusion of the study, we propose practices and suggestions for the future operation of the app matching platform.
2020年初，新冠疫情开始在全球蔓延。各国政府纷纷采取隔离、旅行禁令和疏散等措施，强制人们佩戴口罩并减少外出，以防止病毒传播。政府还限制包括美容美发沙龙在内的人际接触服务行业。疫情非常严重时，消费者对去美发极为怀疑，因此美容行业受到极大影响。本研究设计并开发了一个考虑到新冠疫情的应用程序平台，用于消费者安全的心理作用。本研究的方法是定性研究。基于能力、机会、动机、行为（COM-B）模型，并呈现理论框架的能力、机会和动机背景，本研究调查了识别美容行业应用程序匹配机制平台开发需求的因素。包括消费者、美容技师、店铺经理和应用程序开发工程师在内的四组人员在体验了OpenBeautiful应用程序后，都基于自身能力、机会和动机进行了访谈。结果发现，所有人群都已经具备在疫情中避免感染的知识和能力，因此有可能确立使用该应用程序平台的必要性和可行性。美容行业应用程序平台的使用可以带来新的消费模式和职业机会，并能引发更多的商业行为活动。因此，本研究从COM-B模型出发，然后根据COM-B模型框架探索该平台的用户需求，并提出应用程序匹配的机制和平台。最后，基于研究结论，我们对应用程序匹配平台的未来运营提出实践和建议。
