@article{ART003367484},
author={Kim Yuri and Lee Young Seok},
title={The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={3},
pages={307-317},
doi={10.21186/IPR.2026.11.3.307}
TY - JOUR
AU - Kim Yuri
AU - Lee Young Seok
TI - The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 3
PB - Industrial Promotion Institute
SP - 307
EP - 317
SN - 2466-1139
AB - With the rapid advancement of generative AI, digital beauty services such as AI-based skin analysis, cosmetic recommendations, and personalized consultations are becoming increasingly common. This study examined the effects of perceived interactivity of generative AI-based beauty assistants on consumer experience and behavioral intention. A scenario-based experiment was conducted with 302 cosmetics consumers in their 20s to 40s, and the data were analyzed using structural equation modeling (SEM). The results showed that perceived interactivity positively affected cognitive, emotional, and relational experiences. Emotional experience had the strongest effect on word-of-mouth intention, which in turn significantly enhanced usage intention. These findings provide empirical evidence on consumer behavior in AI-based beauty services and offer practical implications for designing AI beauty assistants and developing marketing strategies.
KW - Generative AI;Beauty Assistant;Perceived Interactivity;User Experience;Behavioral Intention
DO - 10.21186/IPR.2026.11.3.307
ER -
Kim Yuri and Lee Young Seok. (2026). The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -. Industry Promotion Research, 11(3), 307-317.
Kim Yuri and Lee Young Seok. 2026, "The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -", Industry Promotion Research, vol.11, no.3 pp.307-317. Available from: doi:10.21186/IPR.2026.11.3.307
Kim Yuri, Lee Young Seok "The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -" Industry Promotion Research 11.3 pp.307-317 (2026) : 307.
Kim Yuri, Lee Young Seok. The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -. 2026; 11(3), 307-317. Available from: doi:10.21186/IPR.2026.11.3.307
Kim Yuri and Lee Young Seok. "The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -" Industry Promotion Research 11, no.3 (2026) : 307-317.doi: 10.21186/IPR.2026.11.3.307
Kim Yuri; Lee Young Seok. The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -. Industry Promotion Research, 11(3), 307-317. doi: 10.21186/IPR.2026.11.3.307
Kim Yuri; Lee Young Seok. The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -. Industry Promotion Research. 2026; 11(3) 307-317. doi: 10.21186/IPR.2026.11.3.307
Kim Yuri, Lee Young Seok. The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -. 2026; 11(3), 307-317. Available from: doi:10.21186/IPR.2026.11.3.307
Kim Yuri and Lee Young Seok. "The Effect of Perceived Interactivity of Generative AI-Based Beauty Assistants on Consumer Experience and Behavioral Intention - Focused on Scenario-Based Experiment -" Industry Promotion Research 11, no.3 (2026) : 307-317.doi: 10.21186/IPR.2026.11.3.307
