TECHNOLOGY ACCEPTANCE AND BUYING DECISION BEHAVIOR ON COSMETICS ONLINE IN BANGKOK METROPOLITAN REGION

Abstract

The purposes of this research were to compare levels of technology acceptance using online application cosmetics; and to determine factors affecting behavior of using online application cosmetics. Conceptual framework was based on Technology Acceptance Model (TAM), Two-Side Market, and network externality concept. This quantitative research using questionnaires for data collection. Stratified random sampling technique was applied to select 440 application users to answer selfreported questionnaire. Data were analyzed by bivariate analysis and Linear Regressionmodel analysis. Research findings revealed that levels of technology acceptance of using online application cosmetics were insignificantly different ; and factors that significantly affected behavior of using online application cosmetics consisted of perceived number of peers, perceived number of cross platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude towards technology, descriptive norm, injunctive norm, subjective norm, behavior intention, and usage behavior.