Chang Yang-Wen, Hsu Yen
The Graduate Institute of Design Science, Tatung University, Taipei, Taiwan.
Front Psychol. 2022 Oct 10;13:976109. doi: 10.3389/fpsyg.2022.976109. eCollection 2022.
The global impact of COVID-19 has seriously affected health and livelihood in every country or region, especially in terms of physical consumption behaviors. Hairdressing is an essential physical consumption behavior. To prevent infection, the consumption model for using the beauty industry matchmaking platform (BIMP) has been used during the pandemic. This study investigates the changes in the behavior of media app users in the beauty industry in the post-epidemic era of COVID-19. The COM-B model is the basis for a research framework to study the factors that affect changes in behavior in the areas of Capability, Motivation, and Opportunity of the theoretical framework. A new dimension of fashion sense has expanded the application and validation of the COM-B model to determine the causal relationship between the ability to pursue beauty, motivation, fashion sense, and opportunities by using the platform and the dimension of user behavior. The study finds that fashion sense in the BIMP has a positive and significant impact on beauty care ability, self-motivation to pursue beauty and future cooperation opportunities. The ability, motivation and opportunity to act are all positively significant, which is in agreement with the theoretical framework of the COM-B model. There is no mediating effect for motivation between fashion sense and behavior. The results of this study show that increasing the sense of fashion for members using the BIMP will increases active behavior for members using the platform. This study also proposes practical suggestions for the operation of the BIMP based on the results.
新冠疫情的全球影响严重影响了每个国家或地区的健康和生计，尤其是在实体消费行为方面。美发是一种重要的实体消费行为。为防止感染，在疫情期间采用了使用美容行业匹配平台（BIMP）的消费模式。本研究调查了新冠疫情后时代美容行业媒体应用程序用户行为的变化。COM-B模型是研究理论框架中能力、动机和机会领域行为变化影响因素的研究框架基础。时尚感这一新维度扩展了COM-B模型的应用和验证，以通过使用该平台确定追求美的能力、动机、时尚感和机会与用户行为维度之间的因果关系。研究发现，BIMP中的时尚感对美容护理能力、追求美的自我动机和未来合作机会具有积极且显著的影响。行动的能力、动机和机会均具有正向显著影响，这与COM-B模型的理论框架一致。时尚感与行为之间的动机不存在中介效应。本研究结果表明，提高使用BIMP的会员的时尚感将增加使用该平台的会员的积极行为。本研究还基于研究结果为BIMP的运营提出了实用建议。
