The Effect of AI Skin Diagnosis Service Quality on AI Source Credibility, Brand Trust, and Purchase Intention: Focusing on a Trust Transfer-Based Serial Mediation Model

This study investigated the effect of AI skin diagnosis service quality on purchase intention through AI source credibility and brand trust. Data were collected from 250 consumers with AI skin diagnosis experience, and confirmatory factor analysis, path analysis, and bootstrap mediation analysis were conducted. The findings revealed that service quality positively affected AI source credibility, brand trust, and purchase intention. In addition, the serial mediation effect was statistically significant. These results suggest that trust in AI systems can be transferred to brand trust. This study extends source credibility theory to AI-based non-human information sources and suggests that explainability and consistency in AI services are essential for strengthening brand trust.