An Application of the UTAUT Model for Exploring Cosmetics Product Purchase Intention of Virtual Community Members

Abstract

Technology development have been rapidly grown and adapted by people. Internet users in Taiwan have been a great number and powerful growth. There are 36.4% people who use internet to search for cosmetics information. These challenges highly involved the technological innovations in cosmetics market. Due to plenty of internet users, virtual community (VC) has been established. Since VC is full of business benefit, there has been more and more research paying attention to it. During past studies, researchers pointed out that VC can significantly aggregate common needs both of society and commercialization. Furthermore, VC can be applied on purchase intention and behavior. These findings drive us to dig deeper on how virtual community affects cosmetic product purchase intention. We apply on a general approach, Unified theory of acceptance and use of technology (UTAUT), that could help to bridge people acceptance and use of technology, and generate new factors to understand how virtual community provide influences to cosmetic product purchase intention. This research was concentrated on the UTAUT analysis by performance expectancy, effort expectancy, social influence, facilitating conditions and trust. Finally, we are looking forward cosmetic product purchase intention factor in VC can be facilitated on similar industry and observing for significant opportunity of VC.



Author Information
Chien-Ta Ho, Graduate Institute of Technology Management, Taiwan
Wei-Ting Chen, Graduate Institute of Technology Management, Taiwan

Paper Information
Conference: ACP2014
Stream: Psychology

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