본 연구는 가치기반수용모델을 바탕으로 AI 기반 맞춤형 화장품 추천 서비스의 지각된 가치와 이용의도에 미치는 영향 요인을 규명하고자 하였다. 이를 위해 설문지 241부를 수집하여 SPSS 27.0으로 빈도분석, 요인분석, 신뢰도 분석, 상관관계분석, 회귀분석을 실시하였다. 첫째, 유용성과 즐거움은 지각된 가치에 정(+)적 영향을 미치는 것으로 나타났다. 둘째, 복잡성은 지각된 가치에 부(-)적 영향을 미치는 것 으로 나타났으나, 위험성은 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 지각된 가치는 이용의도에 정(+)적 영향을 미치는 것으로 나타났다. 그러므로 지각적 가치와 이용의도를 증진시키기 위해서는 유용한 정보롸 흥미를 유발할 수 있는 재미 요소를 제공하고, 복잡한 과정을 간단하게 축소할 필요가 있다.

Personalised nutrition can contribute significantly to the prevention of non-communicable dietary related diseases by providing dietary suggestions based on individual’s nutritional needs. Adoption of the concept of personalised nutrition by individuals is crucial for the success of personalised nutrition services. However, consumers’ adoption intention of personalised nutrition services is not only the result of cognitive deliberations of benefits and risks, but several studies in other contexts show that affective and contextual factors also play an important role in explaining consumers’ adoption intention. This study therefore examines whether affective factors (i.e., measured by means of ambivalent feelings) and contextual factors (i.e., eating context) increase the understanding of consumers' intentions to use personalized nutrition services. An online survey study was conducted among a total of 996 participants in the Netherlands. The results of a number of estimated fully latent structural regression models show that the intention to use personalized nutrition is not only positively driven by a weighing of benefits and risks (i.e., privacy calculus), which is also established in previous studies, but also negatively by ambivalent feelings. In turn, the results show that ambivalence towards personalized nutrition is predicted by privacy risk and the extent to which someone perceives the eating context as a barrier for personalized nutrition. Taken together, the current study implies that to stimulate the adoption of personalized nutrition services not only benefits and risks of personalized nutrition should be addressed, but also consumers’ ambivalent feelings regarding the concept and contextual factors that may prohibit adoption.