Paper Title
AESTHETIC-BASED TECHNOLOGY ACCEPTANCE MODEL: A CASE OF BEAUTY SERVICE APPLICATION

Abstract
Abstract - Nowadays, people are increasingly paying attention to their appearance. As a result, the beauty business and beauty services have been growing steadily every year. Due to the past COVID-19 situation, causing a lot of the beauty services to temporarily close the businesses. Beauty service entrepreneurs have had to change their business strategies to provide more services via online channels, especially mobile channels. Some concern arose, for customers who were previously familiar with on-site beauty services. For them to be willing to communicate via online channels or mobile applications, many factors need to be considered. According to a literature review on consumer behavior and factors affecting the acceptance of mobile applications, previous studies mostly related to functional factors, but still lack studies on emotional factors. This research will address this issue, especially focusing on customers’ perceived aesthetics. Aesthetics has been a major trend in this field of management research in recent years and is considered a crucial factor related to beauty. In this study, factors influencing mobile application adoption were developed by Extended TAM Model with the addition of Perceived Aesthetics revised from the literature review. The result of the study reveals that important service quality factors consist of 3 main factors and 4 main consumer perceptions. Recommendations for future research are made based on the findings. The results of the study will be useful for developing an effective beauty service application. Keywords - Mobile Application, Perceived Aesthetics, mHealth, Technology Acceptance Model.