Effect of Beauty Industry’s Blockchain Technology Characteristics on Acceptance Intention Based on Technology Acceptance Model

Applications for blockchain technology span various industries beyond cryptocurrency, which is a popular topic in recent times due to high-profile events. Blockchain technology has several inherent characteristics such as variety, security, trustworthiness and decentralization. Due to such characteristics beauty industry is also embracing blockchain technology to conduct safer transactions, boost consumer confidence and more. However not enough research has been done on consumer’s intention to accept blockchain technology in beauty industry. Adapting to latest technological developments is crucial in today’s competitive and volatile business environments. A way to measure intention to accept technology is technology acceptance model (TAM), originally proposed by Davis in 1989. This research utilizes TAM to study consumer’s acceptance intention of blockchain technology in beauty industry to provide empirical data for encouraging further academic research and developing business strategies for accelerated adoption of blockchain technology in beauty industry.