Prosiding Konferensi Ilmiah Akuntansi IX
INVESTIGATING ONLINE PURCHASE INTENTION IN THE PERSPECTIVE OF TECHNOLOGY ACCEPTANCE MODEL: EMPIRICAL FINDING BASED ON EVIDENCE IN SOUTH TANGERANG
Abstract
Advances in information and communication technology enable consumers to increasingly conduct online purchase transactions. From the perspective of the Technology Acceptance Model (TAM), this study aims to examine the effect of perceived ease to use and perceived usefulness on consumers' intention to buy online in South Tangerang. The study used 130 data obtained through questionnaires distributed online to users of multiple consumer-to-consumer (C2C) e-commerce platforms. Determination of the sample is done by applying a non-probability sampling technique. Using multiple linear regression analysis techniques with SPSS software, the study found that perceived ease to use and perceived usefulness had a positive effect on the intention to buy online. Regression analysis shows that both perceived ease of use and perceived usefulness have significant effects on online purchase intention. However, the effect of perceived usefulness on intention to buy online is greater (β =.199, ρ- value <.000) than that of perceived ease to use (β =.277, ρ-value <.00). The findings of the study help to understand everything about online buying behavior and make strategic implications for digital- based companies to increase consumers' willingness to buy online.
Keywords
Full Text:
PDFReferences
Adamson, I. & Shine, J. (2003). Extending the New Technology Acceptance Model to Measure the End User Information Systems Satisfaction in a Mandatory Environment: A Bank’s Treasury. Technology Analysis & Strategic Management, 441-455.
Ajzen, I. (1991). The theory of planned behavior. In Organizational Behavior and Human Decision Processes. 50 (2): 179–211. doi:10.1016/0749-5978(91)90020-T.
Andryanto, R. (2016). Pengaruh Kepercayaan, Persepsi Manfaat, Dan Persepsi Kemudahan Penggunaan Terhadap Minat Beli Di Toko Online. Retrieved from: https://eprints.uny.ac.id/41480/1/RezaAndryanto_12808144073.pdf
Asosiasi Penyelenggara Jasa Internet Indonesia dan Polling Indonesia. (2018). Penetrasi & Profil Perilaku Pengguna Internet Indonesia. Jakarta: Asosiasi Penyelenggara Jasa Internet Indonesia dan Polling Indonesia.
Badan Pusat Statistik. (2017). Statistik Pemuda Indonesia 2017. Jakarta: Badan Pusat Statistik.
Badan Pusat Statistik Kota Tangerang Selatan. (2017). Jumlah Penduduk Kota Tangerang Selatan, 2010-2017. Retrieved from Badan Pusat Statistik Kota Tangeran Selatan: - penduduk-kota- tangerang-selatan-2010-2017.html
Badan Pusat Statistik. (2018). Statistik Gender Tematik: Profil Generasi Milenial Indonesia. Jakarta: Kementerian Pemberdayaan Perempuan dan Perlindungan Anak.
Baum, D. (1999). E-Commerce. New Jersey: Oracle Corp.
Blagoeva , K. T. & Mijoska, M. (2017). Applying TAM to Study Online shopping Adoption Among Youth in the Republic of Macedonia. Manajemen International Conference, 543-554.
Chin, W.W. & T. Peter. (1991). On the usefulness, ease of use of structural equation modeling in MIS research: A note of caution. Management Information Quarterly 21 (3): 221-243.
Chuttur, M. (2009). Overview of the Technology Acceptance Model: Origins, Developments, and
Future Directions. Sprouts: Working Papers on Information Systems, 9-37.
Cuponation. (2019). Toko Online Terpopuler di Indonesia Mengungkap ritel website dengan jumlah pengunjung terbanyak di 2019. Retrieved from cuponation: https://www.cuponation.co.id/magazin/toko-online-paling-populer-di-indonesia
Davis, F. (1985). A technology acceptance model for empirically testing new end-user information
systems: theory and result (Doctoral Dissertation, MIT Sloan School of Management, Cambridge, MA). Retrievedfrom https://www.researchgate.net/publication/35465050_A_Technology_Acceptance_Model_for_ Empirically_Testing_New_End-User_Information_Systems
Davis, F. D. (1989). Perceived usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 319-340.
Davis, F. D. & Venkatesh, V. (2000). A Theoretical Extension of the Technology Acceptance Model Four Longitudinal Field Studies. Management science: 46 (2), 186-204.
David, L. L. & Della Bitta, A. J. (1998). Consumer Behavior. New York: McGraw Hill.
Dietrich, C. (2010). Decision Making: Factors that Influence Decision Making, Heuristics Used, and Decision Outcomes. Inquiries Journal/Student Pulse, 2. Retrieved from http://www.inquiriesjournal.com/a?id=180
Fedorko, I., B. R. & Gavurova, B. (2018). Technology Acceptance Model in e-commerce segment.
Management & Marketing: Challenges for the Knowledge Society, 1242-1256.
Ferdinand, A. (2006). Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan skripsi, Tesis, dan disertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro
Gani, I. & Amalia, S. (2015). Alat Analisis Data: Aplikasi Statistik untuk Penelitian Bidang Ekonomi dan Sosial. Yogyakarta: CV Andi Offset.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega The International Journal of Management Science.
Gefen, D. K. E. and Straub, D.W. (2003). Trust and TAM in online shopping: an integrated model. MIS
Quarterly.
Ghozali, Imam. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8).
Semarang: Badan Penerbit Universitas Diponegoro.
Gregory, R. J. (2000). Psychological Testing: History, Principles and Applications. Boston: Allyn & Bacon
Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Multivariate Data Analysis, New International Edition. New Jersey: Pearson Prentice Hall.
Heijden, V. D. H., Verhagen, T. & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems.
Jarvenpaa, S. L., Tractinsky, N. & Vitale, M. (2000). Consumer Trust in an Internet Store. Information Technology and Management Special Issue on Electronic Commerce.
Jogiyanto. (2007). Sistem Informasi Keperilakuan Edisi Revisi. Yogyakarta: Andi Offset
Kalakota, R. & Whinston, A. B. (1997). Electronic Commerce: A Manager's Guide. Boston: Addison- Wesley Publishing Company.
Kerlinger, F. N. (1978). Multiple Behavioral Research dalam Korelasi dan Analisa Berganda (Alih Bahasa: Taufik A.R.). Yogyakarta: Nurcahaya.
Kerlinger. (2006). Asas–Asas Penelitian Behaviour. Yogyakarta: Gadjah Mada University Press.
Kim Changsu, et al. (2008). An Empirical Study On The Integrated Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceivedvalue, Satisfaction, and Trust-Based on Customer Perspective. Journal of Electronic Commerce in Organization.
Kim, D. D., Ferrin, L. & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support System.
Kinnear, T. C., & Taylor, J. R. (1995). Marketing Research: An Applied Approach. New York: McGraw Hill Text.
Kotler, P. (2006). Manajemen pemasaran. Jakarta: Indeks Gramedia. Kotler, P. (2008). Manajemen Pemasaran. Jakarta: Indeks.
Lee, H. H., Fiore, A. M. & Kim, J. h. (2006). The role of the Technology Acceptance Model in
explaining the effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 621-644.
Lim, W. M. & Ting, D. H. (2012). E-Shopping: An Analysis of the Technology Acceptance Model (TAM). E-Jurnal Monash University.
Mahoney, et al. (1963). Development of Managerial Performance: A Research Approach.
Cincinnati: South-Western Publishing.
Monsuwe, T. P., Dellaert, B. G. & Ruyter, K. d. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management, 15(1), 102-121.
National Retail Federation. (2019). Consumer View Fall 2019: Keeping up with Gen Z. Retrieved from National Retail Federation: https://nrf.com/research/consumer-view-fall-2019.
Nugroho, A. S. (2016). e-commerce. Teori dan Implementasi (1st ed.). Yogyakarta: Ekuilibria.
Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce.
Peter, J. P. & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy (9th ed.). New York: McGraw-Hill.
Priambodo, S. & Prabawani, B. (2016). Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunan,
dan Persepsi Risiko terhadap Minat Menggunakan Layanan Uang Elektronik (Studi Kasus pada Masyarakat di Kota Semarang). Jurnal Ilmu Administrasi Bisnis S1 Undip.
Rachman, F. F. (2017). Marak e-commerce, Konsumen Mulai Beralih ke Belanja Online. detikfinance. Retrieved from https://finance.detik.com/berita-ekonomi-bisnis/d-3493664/marak-perceived ease to use-konsumen-mulai-beralih-ke-belanja-online
Santoso, S. (2012). Panduan Lengkap SPSS Versi 20. Jakarta: PT Elex Media Komputindo. Simamora, B. (2008). Panduan Riset Perilaku Konsumen. Jakarta: PT. Gramedia Pustaka Utama. Sinha, P. & Singh, S. (2017). Comparing Risks and Benefits for the Value Enhancement of Online
Purchases. Gadjah Mada International Journal of Business, 307-326. Sudaryono. (2017). Metodologi Penelitian. Jakarta: PT Raja Grafindo Persada. Sugiyono. (2014). Metode Penelitian Manajemen. Bandung: Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. (2020). Strategi memenangkan persaingan bisnis berbasis perilaku konsumen untuk produk fashion. Lembaga pendidikan dan pelatihan balai insan cendekia.
Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. A. (2019). Perceived Ease of Use, Trust and Risk toward Attitude and Intention in Shopping for Online Fashion Products In Indonesia. Archives of Business Research, Vol.7(No.4), pp.240-253. https://doi.org/DOI: http://dx.doi.org/10.14738/abr.74.2019
Suleman, D., Sabil, S., & Suharyadi, D. (2021). Mengenali Perilaku Konsumen dan Konsep Strategi Pemasaran (berbasis teori dan pendekatan praktis). Insan Cendekia Mandiri.
Supardi. (2017). Statistik Penelitian Pendidikan Perhitungan, Penyajian, Penjelasan, Penafsiran, dan
Penarikan Kesimpulan. Depok: PT RajaGrafindo Persada.
Suyoto, Y. T., Khiong, K., Musnaini, Prasetio, T., Pitaloka, E., Putra, R. S. (2022). Brand Image and Indonesian Ecommerce Consumer Loyalty: How the Role of Social Media Marketing? Journal of Positive Psychology and Wellbeing, 6(1), 677-686.
Ting, D. H. & Lim, W. M. (2012). E-shopping: an Analysis of the Technology Acceptance Model.
Modern Applied Science.
Widiyanto, Joko. (2014). SPSS FOR WINDOWS: Untuk Analisis Data Statistik dan Penelitian.
Surakarta: BP-FKIP UMS.
Widodo. (2017). Metodologi Penelitian. Jakarta: PT RajaGrafindo Persada.
Wijoyo, H. (ed.), Musnaini, Suyoto, Y. T., Handayani, W., & Jihadi, M. (2021). Manajemen Pemasaran. Sumatra Barat: Insan Cendekia Mandiri.
Zulfikar & Budiantara, I. N. (2014). Manajemen Riset dengan Pendekatan Komputasi Statistika.
Yogyakarta: Deepublish.
Zwass, V. (1998). Foundation of Information System. New Jersey: Prentice hall.
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Yohanes Totok Suyoto, Refina Sari Wiratami, Endang Pitaloka, Dede Suleman, Teguh Prasetio
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Fakultas Ekonomi dan Bisnis| Universitas Pelita Harapan| Lippo Karawaci - Tangerang| 15811