THE ROLES OF CONSUMPTION VALUES IN THE BEHAVIORAL INTENTION TO USE AR MAKEUP APPS AMONG MILLENNIAL GENERATION

Abstract

In spite of high expectation and interest of AR makeup Apps has raised among beauty retailers and brands, the adoption rate of AR technology in Indonesia is still very low. Multiple reasons include lack of content and consumer’s aversion to investing in the technology are still preventing wider adoption. As the adoption of AR technology is still low, therefore the objective of this study is to investigate factors that influence users’ behavioral intention to use AR makeup Apps. This research focuses on the Jakarta area considering that the young population in Jakarta is grown more than 40% and contribute to the more rapid adoption of online services and technology. The researcher distributed questionnaires using a non-probability sampling technique that is judgemental sampling and there are 254 of AR makeup Apps users who proceed to be examined. With data processing using SPSS 22.0, the results revealed that consumption values (functional value, social value, emotional value, epistemic value and conditional value) have a significant influence towards consumer behavioral intention to use AR makeup Apps. Among them, epistemic and conditional value have stronger relationships with behavioral intention. The result of the (R2) indicated that 69.2% of behavioral intention could be explained by independent variables. The result of the study expected to provide additional insights for AR makeup Apps developers, marketing managers and further researchers in the AR makeup Apps field to improve the completeness of AR makeup Apps and enhance its usage that will be considered valuable by Indonesian consumers and used in future.