가치기반수용모델을 적용한 화장품 플랫폼 AI 추천서비스의 지각된 혜택, 지각된 희생, 지각된 가치가 지속적 이용의도에 미치는 영향

Abstract

Recent technological advancements associated with the fourth industrial revolution are accelerating technological innovation. By introducing AI (Artificial Intelligence) recommendation services that identify the diverse needs of consumers and provide information tailored to each individual, cosmetics companies are aiming to meet increasingly segmented consumer demands by targeting the hyper-personalized customized market and improving the quality of customer service. The rapid commercialization of AI recommendation services in the cosmetics industry provides convenience to the consumers and increases the efficiency at work from a corporate perspective. However, there is a dearth of research on the impact of AI services on consumers in this field. Therefore, we applied the value- based acceptance model, in our study, to examine how both perceived benefits (positive attributes of consumers) and perceived sacrifices (negative attributes of AI recommendation services) influenced the perceived value and the intention to continue using the service. We conducted an online survey of 400 women in their teens and twenties, residing in the metropolitan area, who used AI recommendation services on cosmetics platforms within the past six months. The results of our survey confirmed that the process of perceived value and the intention of continuous use varied with the sub-factors of perceived benefits and perceived sacrifices of the AI recommendation service of the cosmetics platform. Our study is significant because it provides practical recommendations to cosmetics companies to provide effective and tailored AI recommendation services.