Earticle

초록

영어

The purpose of this study is to analyze the impact of the perceived benefits and perceived costs, the dual-sided characteristics of artificial intelligence (AI), on the consumers’ perceived value and willingness to adopt the color cosmetics shopping recommendation service on augmented reality (AR). To this end, an online survey was conducted with 500 female consumers in their 20s and 30s across the nation, who had purchased color cosmetics within the past six months and who had also used the AI services for their color cosmetics shopping. The analysis revealed that the perceived benefits had a significant positive effect on the perceived value, and the perceived value, in turn, significantly influenced the willingness to adopt the service. Furthermore, the perceived value was found to play a significant mediating role in the relationship between the perceived benefits and the willingness to adopt the service. Additionally, this structure of influence varied across the age groups. Such results suggest that the color cosmetics consumers consider not only functional benefits but also negative factors, such as privacy concerns and technological burden, when adopting the AR shopping recommendation services. Accordingly, the color cosmetics brands need to differentiate their service design and marketing strategies by tailoring service design to the specific characteristics of different age groups, and the results of this study may be used as practical basic data for planning and operating the AR shopping recommendation service.

목차

Abstract
I. Introduction
II. Theoretical Background and Hypotheses
1. Dual Characteristics of the Artificial Intelligence
2. Value-based Adoption Model
3. AR-based Color Cosmetics Shopping Recommendation Service
III. Methodology
1. Research Subjects and Procedure
2. Measurement Instruments
3. Data Analysis
IV. Analytical Results
1. Reliability of the Scale
2. Demographic Characteristics of the Research Subjects
3. Study Subjects' Use of the Augmented Reality Services for Shopping Color Cosmetics
4. Descriptive Statistics Analysis of Key Variables
5. Correlation Analysis
6. Differences in Key Variables by Age
7. Validation of Hypotheses
Reference

키워드

저자

• Kim, Seo Yoon [ Ph. D. Student, Department of Beauty Arts, Seokyeong University ] 1st author
• Lee, Na Hyun [ Ph. D. Student, Department of Beauty Arts, Seokyeong University ] Co-author
• Liao, Cuijuan [ Ph. D. Student, Department of Beauty Arts, Seokyeong University ] Co-author
• Kim, Eun Sook [ Professor, College of Beauty Art, Department of Beauty Management, Seokyeong University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700