A STUDY ON THE IMAGE OF FRONTLINE RETAIL WORKERS CAUSED BY COLORED FACE MASKS IN TAIWAN

抄録

Facial aesthetics play a critical role in shaping customers' first impressions of frontline retail workers. During the COVID-19 pandemic, mandatory mask-wearing obscured key facial features, making the selection of appropriately colored face masks increasingly important for maintaining a professional appearance. This study conducted a psychological experiment to examine how face mask colors influence consumers' image perceptions in Taiwan. Using the Delphi method, ten experienced retail experts selected twelve image-related adjectives—derived from Kobayashi's Color Image Scale to construct an evaluation questionnaire, which was then used by thirty-eight university students to assess nineteen colored face masks. Applying the semantic differential method and exploratory factor analysis, three key image factors—Stoic, Refined, and Fashionable—were identified and validated through a review of relevant academic literature. Pearson correlation analysis showed that for colored face masks, Stoic was negatively correlated with lightness and Refined was negatively correlated with chroma. For neutral-colored face masks, Stoic remained negatively correlated with lightness, and Fashionable also exhibited a negative correlation. Generational differences were also observed, as Gen Z students' perceptions differed from those of Gen X/Y retail experts. Overall, the findings provide practical guidance for selecting face mask colors that enhance the professional image of frontline retail employees.