This study aimed to comprehensively examine how AI awareness and makeup service satisfaction influence expectations for the application of AI-based services in makeup practices. As intelligent technologies such as AI and AR are increasingly adopted in the beauty industry, empirical research on their practical implementation in makeup services remains limited. An online survey was conducted with 221 women aged 20 to 60 who had used makeup services within the past year. AI awareness, makeup satisfaction, and expectations for AI service application were measured using five-point Likert scales. The collected data were analyzed using exploratory factor analysis and reliability analysis to verify the validity and reliability of the measurement instruments. Pearson’s correlation analysis and multiple regression analysis were employed to examine the relationships among variables and to identify the relative effects of AI awareness and makeup satisfaction on expectations for AI service application. The results showed that AI awareness and makeup satisfaction significantly increased expectations for AI service use, explaining 25.6% of perceived usefulness, 49.5% of reliability, and 38.7% of pleasure. AI trust and usage experience emerged as the most influential predictors. Trust, interest, and prior AI usage experience significantly enhanced perceived usefulness, reliability, and pleasure. Makeup satisfaction factors such as accessibility, physical environment, and service suitability positively affected usefulness and pleasure expectations. Cosmetic product quality and perceived fairness played key roles in shaping reliability expectations. These findings suggest that trust-building, experiential accumulation, and service environment investments are essential for successful AI adoption. This study provides foundational insights for designing and implementing AI-based makeup services in practical settings.
Choi et al. (Wed,) studied this question.