Effects of AI-based Skin Analysis Service Experience on Brand Trust and Skincare Products Purchasing Behavior

As AI-driven personalized services continue to expand in the beauty industry, understanding the pathways from consumer experience to purchasing decisions has become increasingly critical. This study, therefore, investigates the effects of AI-based skin analysis service experience on brand trust and skincare products purchasing behavior among beauty consumers, with a particular focus on the mediating role of brand trust. A self-administered survey was conducted with 323 consumers who had used AI-based skin analysis services and subsequently purchased skincare products. Service experience was conceptualized into three dimensions: pragmatic quality, hedonic quality, and convenience. Data were analyzed using multiple regression analysis and PROCESS Macro Model 4 with bias-corrected bootstrapping to test mediation effects. The results indicated that all three dimensions of service experience had statistically significant positive effects on skincare products purchasing behavior, with convenience being the most influential factor. Similarly, all dimensions positively influenced brand trust, with pragmatic quality having the greatest impact. Brand trust significantly predicted skincare products purchasing behavior and partially mediated the relationships between service experience dimensions and skincare products purchasing behavior, as all confidence intervals excluded zero. These findings suggest that enhancing the functional utility, emotional appeal, and accessibility of AI-based skin analysis services strengthens consumer trust in brands, thereby promoting skincare products purchasing behavior. This study provides strategic insights for optimizing AI service integration in the beauty industry.