This study examined the effects of Chat GPT utilization characteristics on perceived usefulness and learning satisfaction, as well as the moderating effect of personal innovativeness, among college students majoring in beauty. A survey was conducted with 211 students from Gwangju Women’s University, and data were analyzed using structural equation modeling and multi-group analysis. The findings revealed that responsiveness, safety, and reliability significantly influenced perceived usefulness and learning satisfaction. Additionally, personal innovativeness had a moderating effect on some paths. The results suggest that educational strategies incorporating generative AI like Chat GPT should be tailored to learners’ individual characteristics, providing foundational insights for its effective use in beauty education.