Determining Factors that Influence the Intention to Use Beauty Service Platform
| Main Authors: | Nasmah, Shafira An; School of Business and Management, Institut Teknologi Bandung, Nita, Arfenia; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4763 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4763/1650 |
Daftar Isi:
- Beauty service industry has become a promising industry as appearance is one of every human's important asset. The need to find beauty services sometimes becomes a problem due to several factors, therefore an online beauty service platform can be a solution to simplify the need to find beauty services. With the existence of online beauty service platforms, the behavioral intention to use the platform has never been further identified. By determining the factors that will influence the intention to use the platform, it can help the further development of beauty service industry. This paper analyzes the factors that influence the behavioral intention to use an online beauty service platform by using three independent variables from UTAUT which are Performance Expectancy, Effort Expectancy and Social Influence with included Perceived Risk and Perceived Trust as external variables. This research used quantitative method and Multiple Linear Regression to analyze the data, 229 respondents has been collected through online questionnaires. This study found that Performance Expectancy and Perceived Trust are significantly influencing the behavioral intention to use an online beauty service platform. Keywords: Beauty Service Platform, Intention to Use, Perceived Risk, Perceived Trust, UTAUT