AI 기반 맞춤형 기초 화장품에 대한 소비자 수용의도 연구 : 기초 화장품 소비에 대한 자기효능감의 조절효과를 탐색하며

Abstract

As the fourth industry rapidly matures, AI-based customized cosmetic products are attracting attention as an optimal way to satisfy customer needs. This study focuses on the skincare cosmetics market that is acknowledged by previous researchers to be more efficient at adopting AI-based customization technologies. The purpose of this research is to test the elaborated Technology Acceptance Model approach to AI-based customized skincare products by exploring a moderating effect of self-efficacy toward consumption of skincare products. Female consumers who purchased skincare cosmetics within three months were invited to complete an online survey and the collected data were analyzed through SPSS v. 25 and Process v. 13.4. As the previous literature suggested, the direct effects of the main independent variables such as perceived usefulness and subjective norm were significant and positive. However, the impact of perceived ease of use remained only indirectly significant regarding the purchase intention of AI-based customized cosmetics through perceived usefulness. Furthermore, the moderated mediating effect of self-efficacy was shown as insignificant; however, we could find that the group with a low level of self-efficacy toward skincare products tended to rely on perceived ease of use compared to the other group. Given these results, we could suggest that it is important for marketers of AI-based skincare products to pay more attention to offering products that have a high level of usefulness as the subjective norm, with ensured perceived ease of use when targeting consumers with a low level of self-efficacy.