This study was conducted as an attempt to examine the influence of beauty salon online-review trust and booking experience on online-review reliability and booking intention. A survey of subjects who had previously used an online beauty salon booking service was conducted. SPSS 21.0 and AMOS 25.0 were used in performance of data collection and analysis, and the results were as follows: Online-review trust propensity had a statistically significant positive influence on the reliability of online reviews, and online-review booking experience also had a positive effect on online-review reliability. In addition, online-review trust propensity had a statistically significant positive influence on online booking intention, and online-review trust booking experience had a positive effect on online booking intention. Finally, online-review trust had a statistically significant positive influence on online booking intention. Regarding direct and indirect effects, online-review trust had an indirect effect on online-review trust propensity, booking experience, and booking intention.