A Study on Consumption Value Scale of H&B Store : Application of ETAM

Abstract

The environment of retailing has been significantly changed due to the tremendous increase in the use of information technology by all consumers and business organizations. Unlike traditional general stores, Korean H&B(health and beauty) stores such as Oliveyoung, GS Watsons, and W-store have been rapidly grown among women in their 20s and 30s recently. They buy cosmetics and use the stores to obtain the information of cosmetics and health. The stores provide them a curation service and referrals. Thus, the store is easy to access and useful to get the information. In order to predict the consumers’ purchasing behavior in the stores we expanded Davis’s technology acceptance model by using ease of use, perceived usefulness, and purchase intentions. This study demonstrated the consumption value is a multidimensional construct and can be divided into four elements: economic value, social value, convenience value, and hedonic value. We conducted a statistical analysis of structural equation modeling with SPSS 21.0 and AMOS 19.0. The results of this study showed that economic, convenience, and hedonic values have positive impacts on perceived ease of use, perceived usefulness, and purchase intentions. Also, perceived ease of use has a positive impact on perceived usefulness and perceived usefulness has a impact on purchase intentions. Especially, convenience and hedonic values-oriented shoppers realize that the proposed curation service is very easy and useful.