A Study on Chinese Consumers’ Intention to Continue Using the Home Beauty Devices: Focusing on the Post Acceptance Model

This study utilized the Post Acceptance Model to confirm the factors affecting Chinese consumers’ intention to continue using home beauty devices. For the empirical analysis, data was collected through a survey of Chinese female consumers aged over 20 who had experience using home beauty devices, and a total of 354 cases were statistically analyzed to verify the hypothesis. The analysis results showed that, first, perceived risk, utilitarian consumption value, and expectation confirmation of home beauty devices had a significant affect on the usefulness of home beauty devices. Second, expectation confirmation and usefulness of home beauty devices were significantly affecting the satisfaction of home beauty devices. Finally, usefulness and satisfaction of home beauty devices were significantly affecting the intention to continue using home beauty devices. This study has academic implications in that it provide a comprehensive understanding of consumer behavior by systematically analyzing consumers’ intention to continue using home beauty devices using the Post Acceptance Model. Moreover, this study is useful for companies in establishing strategies to enhance consumer satisfaction and repurchase intention regarding home beauty devices, and provides practical insights for Korean companies entering the Chinese home beauty device market.