A Study on the Impact of Service Characteristics of AI Beauty Product Recommendation Algorithms on Continued Usage Intentions: Focused on Instagram Users in Their 20s and 30s

Artificial intelligence and algorithms are now widely used in various recommendation services on social media platforms. Instagram, known for its visually-driven content, leverages algorithm-based recommendation services as a marketing strategy to promote beauty products and other similar items. This study aims to explore how the service characteristics of AI-powered beauty product recommendation algorithms influence users' intentions for continued use. The study focused on men and women in their 20s and 30s who had used beauty product recommendation algorithms on Instagram at least once. A nationwide online survey was conducted with 205 participants, and the data were analyzed using SPSS 29.0. To examine the general characteristics of the study participants, a frequency analysis was conducted. Additionally, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and multiple regression analysis were performed to investigate the relationships between the service characteristics of AI beauty product recommendation algorithms and the factors influencing continued usage intentions. The analysis revealed that the service characteristics of AI beauty product recommendation algorithms significantly influence continued usage intentions. Notably, personalization, interactivity, relevance, and enjoyment were identified as significant factors. This studyemphasizes the importance of understanding algorithm-based beauty product recommendation services to sustain consumer interest through platforms and ultimately drive purchasing behavior. Additionally, this study aims to provide foundational insights for the beauty industry through tailored marketing strategies based on different types of social media platforms.