Effects of Perceived Benefits and Risks of Hyper-personalized Service on Consumers’ Happiness

This study conducted the verification of path model, to elucidate the effects of the benefits and risks consumers perceive from the experiences of the hyper-personalized beauty service. It asked a professional research institution to administer online questionnaires to adult males and females, who live in Seoul, Gyeonggi-do and Jeonbuk, from Mar., 22 to Mar., 29, 2022, and a total of 423 copies were used in the final analysis. The findings show that the perceived benefits of the hyper-personalized service have positive effects on consumers’ happiness and purchase intention, while the perceived risks of it have negative effects on consumers’ happiness. Consumers’ happiness has a positive effect on their purchase intention, indicating that the stronger perceptions on benefits of the hyper-personalized service, the higher the consumers’ happiness and purchase intention. In addition, it could be found that consumers’ happiness is an antecedent increasing the purchase intention. This study has a strong implication, in that it measured the happiness as a positive emotion toward the hyper-personalized service. In doing so, it has a scholarly implication, in that it explained the mechanism of happiness and purchase intention.