| dc.description.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. | en_US |
