Aesthetic-Based of Technology Acceptance Model: A Case of Aesthetic Clinic in Thailand

Abstract

Recent studies within the beauty industry, employing the Technology Acceptance Model (TAM), has predominantly directed its focus towards functional factors, neglecting to adequately address emotional facets such as Perceived Aesthetics. This study investigates the aesthetic aspects of technology through the lens of the Technology Acceptance Model, leveraging questionnaire-based data obtained from a sample of 529 participants aged 18 and above who have experienced the services at aesthetic clinics in Thailand. The dataset underwent meticulous examination to elucidate interrelationships among variables, and the proposed conceptual framework was validated using Structural Equation Modeling (SEM). The results unveiled a significant correlation between service quality and the acceptance of the aesthetic clinic application. Service quality was delineated into four distinct factors: Platform Quality, Interaction Quality, Information Quality, and Personalized Quality, which encompassed perceived value attributes such as Perceived Usefulness, Perceived Ease of Use, Perceived Trust, and Perceived Aesthetics. Information Quality displayed notable significance as a driver for Perceived Usefulness, Perceived Ease of Use, and Perceived Aesthetics, whereas Interaction Quality emerged as a dominant influencer of Perceived Trust. The study revealed the pivotal role of mediator variables, including Perceived Ease of Use and Perceived Aesthetics, as crucial factors for application acceptance. This study conclusively affirms the significant impact of Perceived Aesthetics on adopting aesthetic clinic applications and suggests it as an additional dimension for the Technology Acceptance Model. As a result, the finding is poised to significantly contribute to future research endeavors within the beauty industry.