Z세대 여성 소비자의 퍼스널 컬러 기반 뷰티서비스가 지각된 유용성과서비스 신뢰 및 만족도에 미치는 영향

Effects of Peasonal Color Beauty Services On Perceived Usefulness,Service Trust, And Customer Satisfaction Among Generation Z Women

This study examined the structural relationships among personal color-based beauty service factors (diagnostic process, diagnostic expert, and diagnostic results), perceived usefulness, service trust, and service satisfaction among female Generation Z consumers. As Generation Z increasingly seeks to express individuality and identity through digital media, personal color diagnosis has emerged as a prominent form of customized beauty service. A survey was conducted from March 20 to April 10, 2025, targeting 346 women in their 20s and 30s who had experienced personal color services. Frequency analysis, factor analysis, reliability analysis, and regression analysis were performed using SPSS 25.0. The findings revealed that the systematic diagnostic process, the expertise of the diagnostician, and the credibility of diagnostic results significantly influenced perceived usefulness, service trust, and service satisfaction. Moreover, perceived usefulness and service trust were found to mediate the effect on service satisfaction.These results indicate that personal color services function not merely as color analysis but as experience-oriented services that enhance consumers’ perceived utility and trust. The findings provide foundational insights for developing digital personalized beauty platforms that integrate AI- and AR-based diagnostic technologies.