Exploring the Influence of Perceived Usefulness and Ease of Use of Social Media Influencers on Skincare Product Purchases: A Technology Acceptance Model (TAM) Perspective

Abstract

The purpose of this study is to determine how perceived usefulness (PU) and perceived ease of use (EOU) of social media influencer (SMI) material affect consumers' purchase intentions for skincare products. Using the Technology Acceptance Model (TAM), the study looks at how consumers react cognitively and behaviorally to influencer-generated material, specifically in terms of practical utility and ease of use. Two hypotheses were proposed: first, that perceived usefulness considerably influences purchase intentions, and second, that perceived simplicity of use has a major impact on buy intentions. A quantitative study design was used, with a structured questionnaire as the major data collection tool. The study used purposive sampling to recruit 500 respondents from urban and semi-urban areas of Haryana, India. The respondents were engaged social media users who frequently saw skincare content promoted by influencers. The survey instrument included 20 items measuring PU and EOU, which were adapted from prior TAM-based studies to fit the context of skincare influencer marketing. Confirmatory Factor Analysis (CFA) was used to validate the constructs, and reliability was validated by Cronbach's alpha coefficients greater than 0.7. A multiple linear regression analysis was then used to investigate the association between PU, EOU, and purchase intention. The regression model had a statistically significant R² value of 0.48, indicating that PU and EOU explained 48% of the variance in purchase intention. PU showed a larger standardized beta value (β = 0.55, p < 0.001) than EOU (β = 0.29, p < 0.001), indicating more predictive potential in affecting consumer behavior.The findings indicate that when influencer material is seen as useful, relevant, and easy to engage with, customers are more likely to purchase skincare goods. These findings highlight the importance of TAM in the context of digital marketing and provide practical insights for influencers and brand managers looking to improve their content strategy.