The purpose of this study is to understand consumers' acceptance process forhair loss scalp micropigmentation(SMP) treatment, which is a genetic factor butalso a method to solve hair loss/baldness caused by stress in modern society.Specifically, by confirming the perceived risk and perceived value of consumers'scalp micropigmentation, the direct and indirect relationships between attitudesand behavioral intentions toward scalp micropigmentation were confirmed, and apositive perception of scalp micropigmentation was established to solve hairloss/failure. is to expand. Data were collected for about 8 days from September27, 2023, focusing on the Daegu and Gyeongbuk regions, and a final 245 copieswere used for statistical analysis. The hypothesis proposed in this study utilizedstructural equation model analysis, and the moderating effects of similar treatment experience and the degree of concern about hair loss/false hair were verified through chi-square difference testing.As a result of the analysis, it was confirmed that the perceived risk of scalpmicropigmentation(SMP) had a negative effect on attitudes toward scalpmicropigmentation. In other words, it was revealed that the greater the perceived risk of scalp micropigmentation, the less positive consumers' attitudestoward scalp micropigmentation were, and the perceived value of scalp micropigmentation (SMP) was confirmed to have a positive effect on attitudes.Additionally, a direct effect was found between the perceived risk and perceivedvalue of scalp micropigmentation and consumers' behavioral intention, but nodirect effect was found in the relationship between perceived value and behavioral intention. And it was confirmed that a positive attitude toward scalp micropigmentation increases behavioral intention. In other words, consumers' perceived risk of scalp micropigmentation(SMP) has a direct negativeimpact on their attitudes and behavioral intentions, but the perceived value ofscalp micropigmentation has a direct impact on their attitudes, which is anemotional aspect, but also their behavioral intentions. It was confirmed thatthere was no direct effect on.These results may provide important implications for expanding consumers'awareness of scalp micropigmentation. In other words, becauseperceived risk is a factor that can directly affect the perception, emotions, andbehavior of scalp tattoos, it will be necessary to approach consumers first as away to lower the level of risk. In addition, perceived value is a key factor ininducing consumers' positive attitude toward scalp micropigmentation. Creatingand delivering a message using various performance versus cost as a differentiating factor will help form a positive attitude toward scalp micropigmentation