AI 기반 뷰티서비스 특성이 뷰티소비자의 AI 신뢰 및 지속사용의도에 미치는 영향

Abstract

This study examines how AI-based beauty service characteristics―accuracy, usefulness, and interactivity―affect consumers’ trust in AI and intention to continue using such services, while verifying trust’s mediating role. To this end, a survey was conducted among consumers with prior experience using AI-based beauty services, and multiple regression and mediation analyses were performed. Results indicate that accuracy, usefulness, and interactivity significantly and positively influence both AI trust and continuance intention. Trust in AI also positively affects continuance intention and partially mediates the relationship between service characteristics and continuance intention. These findings suggest that consumers who perceive AI beauty services as accurate, useful, and interactive develop greater trust, strengthening their intention to continue usage. The study highlights that fostering AI trust―via transparent recommendation criteria, accurate analyses, and responsive interactions―is essential alongside functional quality improvements to ensure sustained service adoption. This implies that providers should prioritize trust-building mechanisms, not merely technical performance. From a theoretical perspective, this research extends the information systems success model by incorporating AI-specific service characteristics and trust as a key mediator in the beauty context. However, limitations include reliance on cross-sectional, self-reported data and a narrow participant and service scope. Future longitudinal research with diverse users and service types is recommended to enhance generalizability and capture dynamic trust formation over time.