How website quality and users' technology acceptance enhance purchase intention toward beauty services? The mediating role of inspiration

This study aims to clarify the impact of website quality on consumers' intention to purchase beauty services following their online experience. It further investigates the mediating roles of two key constructs: perceived usefulness and perceived ease of use from the Technology Acceptance Model (TAM), as well as the role of inspiration as a psychological mechanism. A primarily quantitative research approach is adopted, supplemented by qualitative methods to validate measurement scales and refine the theoretical framework. Data were collected through a structured survey administered to 321 users and analyzed using Structural Equation Modeling (SEM). The empirical results reveal that most dimensions of website quality significantly influence perceived usefulness and perceived ease of use. However, the effects of interactivity and innovativeness on perceived usefulness are not statistically significant. Moreover, inspiration emerges as a critical mediating variable in the relationship between website quality and purchase intention. These findings contribute to the literature by highlighting both functional and emotional pathways through which website quality affects consumer decision-making in the context of online beauty services. From a practical perspective, the study offers actionable insights for beauty service providers seeking to enhance user experience and strengthen online purchase intention through improved website design. To expand the generalizability of the findings, future research is encouraged to apply this conceptual model in other industry sectors to develop a more comprehensive understanding of the role of website quality in shaping online consumer behavior.