Adoption of Technology Continuance Theory in Virtual Try-on Users

Research Aims: This study aims to analyze various factors such as Perceived Usefulness, Perceived Ease of Use, Satisfaction, and Attitude in creating the intention to use Virtual Try-on technology in a sustainable manner for Somethinc make-up product users. Design/methodology/approach: This study uses quantitative approach with explanatory research. The research population was Mulawarman University students who experienced using Virtual Try-on. The sample was taken using multistage random sampling and amounted to 298 samples. Research Findings: The present study found that factors such as Confirmation, Perceived Ease of Use, Perceived Usefulness, Satisfaction, and Attitude affect Users' Continuance Intention in adopting Virtual Try-on technology to choose Somethinc make-up products. However, Attitude does not mediate the relationship between Perceived Usefulness and Continuance Intention, as well as between Perceived Ease of Use and Continuance Intention. The findings of this study suggest that positive attitudes are more easily formed due to ease of use, while usability is difficult to perceive as a trigger for continued use of technology. Theoretical Contribution/Originality: This study contributes to the existing literature by generating empirical evidence regarding the mediating role of Satisfaction and Attitude in shaping Continuance Intention. It emphasizes the need for Confirmation, Perceived Ease of Use, and Perceived Usefulness to enhance Satisfaction and Positive Attitude, which ultimately form Continuance Intention, especially in the use of Virtual Try-on.