소비자의 창의적 소비효능감과 통합기술수용이론에 따른 홈 케어 뷰티디바이스 수용 연구

This study structurally confirmed consumers’ intention to use innovative technology-based home care beauty devices by applying the UTAUT and creative consumer efficacy utility variables. Research data for analysis was collected by conducting an online survey targeting domestic adult consumers (20s to 60s). The research results are as follows. First, among the variables related to the UTAUT, performance expectations, social influence, and facilitating conditions were found to have a significant impact on the intention to use home care beauty devices. Second, among the multidimensional creative consumer efficacy, which is a consumer characteristic, usage expansion efficacy, and problem-solving efficacy were found to have a significant impact on intention to use home care beauty devices. Lastly, creative consumption efficacy was confirmed to have a partial moderating effect on the acceptance of home care beauty devices. This study has academic significance for extending and empirically validating the UTAUT by including the variable of creative consumer efficacy. Furthermore, the study enhanced understanding of consumer behavior related to the acceptance of home care beauty devices in an innovative and changing consumer environment. The findings of this study will be utilized to help home care beauty devices and services, which are expected to grow in the global market, to become more consumer-centered, which will help related companies secure consumer choice and competitiveness in the domestic and international beauty market.