Main Article Content
The purpose of this research is to explore the intention to purchase beauty and personal care products online of Cambodian consumers and to examine whether perceived value is a mediator of the technology acceptance model. 385 samples (after cutting off the outliers) were ready to analyze through SPSS AMOS 23. Confirmatory factor analysis (CFA) was applied to analyze the research hypothesis. Bootstrap method and mediation analysis method were applied and compared to find a mediator. The result showed that perceived value was a mediator of perceived ease of use and online trust. This research helps Cambodian consumers, marketers, vendors to understand behavioral intention to purchase beauty and personal care products online.
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