An Empirical Assessment of Technology Adoption Model in E-Commerce
DOI:
https://doi.org/10.30595/pssh.v15i.946Keywords:
Perceived usefulness, Perceived ease of use, Attitude toward using, Behavioral intention to useAbstract
Background: Over the past few decades, e-commerce has become one part of the development of electronic commerce technology. The development has caused customers' online purchasing habits to change. This research analyzes how e-commerce can be made more efficient and profitable and achieve business goals by using the Technology Acceptance Model (TAM) as a theoretical framework. Method: Data were examined using Smart's Partial Least Square (PLS) method. The widely used TAM is preferred as a suitable hypothetical model to examine how well the development of electronic commerce technology to support e-commerce. Results: The findings demonstrated that attitudes about and behavioral intentions to use were positively impacted by perceived usefulness. Research indicates that attitudes about utilizing are positively impacted by perceived ease of use, while behavioral intention to use is negatively impacted. It has also been demonstrated that behavioral intention to use is positively impacted by attitude toward usage. It has also been demonstrated that attitudes toward usage modulate the effects of perceived utility and perceived ease of use on behavioral intention to use. Conclusion: This research extends the theoretical and applied understanding needed to apply the TAM model in the e-commerce industry. This research enables business owners to better and more effectively utilize electronic commerce technology.
References
S. Kraus, S. Durst, J. J. Ferreira, P. Veiga, N. Kailer, and A. Weinmann, “Digital transformation in business and management research: An overview of the current status quo,” Int. J. Inf. Manage., vol. 63, 2022, doi: 10.1016/j.ijinfomgt.2021.102466.
K. H. Wang, M. Umar, R. Akram, and E. Caglar, “Is technological innovation making world ‘Greener’? An evidence from changing growth story of China,” Technol. Forecast. Soc. Change, vol. 165, 2021, doi: 10.1016/j.techfore.2020.120516.
Y. Khan, M. B. M. Su’ud, M. M. Alam, S. F. Ahmad, A. Y. A. B. Ahmad, and N. Khan, “Application of Internet of Things (IoT) in Sustainable Supply Chain Management,” Sustainability (Switzerland), vol. 15, no. 1. 2023. doi: 10.3390/su15010694.
A. D. Pizzo, T. Kunkel, G. J. Jones, B. J. Baker, and D. C. Funk, “The strategic advantage of mature-stage firms: Digitalization and the diversification of professional sport into esports,” J. Bus. Res., vol. 139, 2022, doi: 10.1016/j.jbusres.2021.09.057.
S. Yuan, H. O. Musibau, S. Y. Genç, R. Shaheen, A. Ameen, and Z. Tan, “Digitalization of economy is the key factor behind fourth industrial revolution: How G7 countries are overcoming with the financing issues?,” Technol. Forecast. Soc. Change, vol. 165, 2021, doi: 10.1016/j.techfore.2020.120533.
L. da Chen, M. L. Gillenson, and D. L. Sherrell, “Enticing online consumers: An extended technology acceptance perspective,” Inf. Manag., vol. 39, no. 8, 2002, doi: 10.1016/S0378-7206(01)00127-6.
R. Rawbone, “Doing a Successful Research Project—Using Qualitative or Quantitative Methods:,” Occup. Med. (Chic. Ill)., vol. 65, no. 2, 2015, doi: 10.1093/occmed/kqu188.
N. Mishra and S. Mukherjee, “Effect of artificial intelligence on customer relationship management of Amazon in Bangalore,” Int. J. Manag., vol. 10, no. 4, 2019, doi: 10.34218/IJM.10.4.2019.016.
A. Sestino and A. De Mauro, “Leveraging Artificial Intelligence in Business: Implications, Applications and Methods,” Technol. Anal. Strateg. Manag., vol. 34, no. 1, 2022, doi: 10.1080/09537325.2021.1883583.
J. Lee, “The Advent of AI and Its Present and Future Application,” in Artificial Intelligence and International Law, Springer Nature Singapore, 2022, pp. 5–49. doi: 10.1007/978-981-19-1496-6_2.
M. Gams and T. Kolenik, “Relations between electronics, artificial intelligence and information society through information society rules,” Electronics (Switzerland), vol. 10, no. 4. 2021. doi: 10.3390/electronics10040514.
I. J. Akpan, E. A. P. Udoh, and B. Adebisi, “Small business awareness and adoption of state-of-the-art technologies in emerging and developing markets, and lessons from the COVID-19 pandemic,” J. Small Bus. Entrep., vol. 34, no. 2, 2022, doi: 10.1080/08276331.2020.1820185.
J. H. Al Shamsi, M. Al-Emran, and K. Shaalan, “Understanding key drivers affecting students’ use of artificial intelligence-based voice assistants,” Educ. Inf. Technol., 2022, doi: 10.1007/s10639-022-10947-3.
M. Al-Emran and A. Grani?, “Is it still valid or outdated? A bibliometric analysis of the technology acceptance model and its applications from 2010 to 2020,” in Studies in Systems, Decision and Control, 2021. doi: 10.1007/978-3-030-64987-6_1.
L. S. Musianto, “Perbedaan Pendekatan Kuantitatif Dengan Pendekatan Kualitatif Dalam Metode Penelitian,” J. Manaj. dan Wirausaha, vol. 4, no. 2, 2002, doi: 10.9744/jmk.4.2.pp.123-136.
I. Ghozali, Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro, 2017.
S. Y. Park, “An analysis of the technology acceptance model in understanding University students’ behavioral intention to use e-Learning,” Educ. Technol. Soc., vol. 12, no. 3, 2009.
V. C. S. Yeo, S. K. Goh, and S. Rezaei, “Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services,” J. Retail. Consum. Serv., vol. 35, 2017, doi: 10.1016/j.jretconser.2016.12.013.
G. Cao, Y. Duan, J. S. Edwards, and Y. K. Dwivedi, “Understanding managers’ attitudes and behavioral intentions towards using artificial intelligence for organizational decision-making,” Technovation, vol. 106, 2021, doi: 10.1016/j.technovation.2021.102312.
N. Eichorn and S. Donnan, “Word-final disfluencies in a school-age child: Beneath the tip of the iceberg,” Lang. Speech. Hear. Serv. Sch., vol. 52, no. 4, 2021, doi: 10.1044/2021_LSHSS-21-00005.
I. Sufiawati, M. A. Rafi, and F. M. Putri, “Evaluating Knowledge, Attitude, and Behavior of Dentists on HIV/AIDS in West Java, Indonesia, in the COVID-19 Era,” Int. J. Dent., vol. 2021, 2021, doi: 10.1155/2021/1901887.
S. Trip, C. H. Bora, M. Marian, A. Halmajan, and M. I. Drugas, “Psychological mechanisms involved in radicalization and extremism. A rational emotive behavioral conceptualization,” Front. Psychol., vol. 10, no. MAR, 2019, doi: 10.3389/fpsyg.2019.00437.
P. Schönegger and J. Wagner, “The moral behavior of ethics professors: A replication-extension in German-speaking countries,” Philos. Psychol., vol. 32, no. 4, 2019, doi: 10.1080/09515089.2019.1587912.
K. Kanchanatanee, N. Suwanno, and A. Jarernvongrayab, “Effects of Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E-Marketing,” J. Manag. Res., vol. 6, no. 3, 2014, doi: 10.5296/jmr.v6i3.5573.
T. Ramayah and J. Ignatius, “Impact of Perceived usefulness , Perceived ease of use and Perceived Enjoyment on Intention to Shop Online,” ICFAI J. Syst. Manag., 2005.
M. Harrigan, K. Feddema, S. Wang, P. Harrigan, and E. Diot, “How trust leads to online purchase intention founded in perceived usefulness and peer communication,” J. Consum. Behav., vol. 20, no. 5, 2021, doi: 10.1002/cb.1936.
R. Chocarro, M. Cortiñas, and G. Marcos-Matás, “Teachers’ attitudes towards chatbots in education: a technology acceptance model approach considering the effect of social language, bot proactiveness, and users’ characteristics,” Educ. Stud., vol. 49, no. 2, 2023, doi: 10.1080/03055698.2020.1850426.
U. Tandon, R. Kiran, and A. N. Sah, “Customer satisfaction using website functionality, perceived usability and perceived usefulness towards online shopping in India,” Inf. Dev., vol. 32, no. 5, 2016, doi: 10.1177/0266666915621106.
C. M. Chao, “Factors determining the behavioral intention to use mobile learning: An application and extension of the UTAUT model,” Front. Psychol., vol. 10, no. JULY, 2019, doi: 10.3389/fpsyg.2019.01652.
Y. Wang, S. Wang, J. Wang, J. Wei, and C. Wang, “An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model,” Transportation (Amst)., vol. 47, no. 1, 2020, doi: 10.1007/s11116-018-9893-4.
D. Y. Park and H. Kim, “Determinants of Intentions to Use Digital Mental Healthcare Content among University Students, Faculty, and Staff: Motivation, Perceived Usefulness, Perceived Ease of Use, and Parasocial Interaction with AI Chatbot,” Sustain., vol. 15, no. 1, 2023, doi: 10.3390/su15010872.
H. Jo, “Understanding the key antecedents of users’ continuance intention in the context of smart factory,” Technol. Anal. Strateg. Manag., vol. 35, no. 2, 2023, doi: 10.1080/09537325.2021.1970130.
M. Guha Majumder, S. Dutta Gupta, and J. Paul, “Perceived usefulness of online customer reviews: A review mining approach using machine learning & exploratory data analysis,” J. Bus. Res., vol. 150, 2022, doi: 10.1016/j.jbusres.2022.06.012.
M. Haenlein, E. Anadol, T. Farnsworth, H. Hugo, J. Hunichen, and D. Welte, “Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.,” Calif. Manage. Rev., vol. 63, no. 1, 2020, doi: 10.1177/0008125620958166.
A. A. Hamid, F. Z. A. Razak, A. A. Bakar, and W. S. W. Abdullah, “The Effects of Perceived Usefulness and Perceived Ease of Use on Continuance Intention to Use E-Government,” Procedia Econ. Financ., vol. 35, pp. 644–649, 2016, doi: 10.1016/S2212-5671(16)00079-4.
R. Fjelland, “Why general artificial intelligence will not be realized,” Humanit. Soc. Sci. Commun., vol. 7, no. 1, 2020, doi: 10.1057/s41599-020-0494-4.
Q. Rao and E. Ko, “Impulsive purchasing and luxury brand loyalty in WeChat Mini Program,” Asia Pacific J. Mark. Logist., vol. 33, no. 10, 2021, doi: 10.1108/APJML-08-2020-0621.
Y. T. Prasetyo, A. M. Castillo, L. J. Salonga, J. A. Sia, and J. A. Seneta, “Factors affecting perceived effectiveness of COVID-19 prevention measures among Filipinos during Enhanced Community Quarantine in Luzon, Philippines: Integrating Protection Motivation Theory and extended Theory of Planned Behavior,” Int. J. Infect. Dis., vol. 99, 2020, doi: 10.1016/j.ijid.2020.07.074.
U. Tandon, R. Kiran, and A. Sah, “Analyzing customer satisfaction: users perspective towards online shopping,” Nankai Bus. Rev. Int., vol. 8, no. 3, 2017, doi: 10.1108/NBRI-04-2016-0012.
N. T. Ha, “The impact of perceived risk on consumers’ online shopping intention: An integration of TAM and TPB,” Manag. Sci. Lett., vol. 10, no. 9, 2020, doi: 10.5267/j.msl.2020.2.009.
H. Han, L. H. Lho, H. C. Kim, and E. N. Untaru, “Sustainable choices and behaviors among eco-friendly museum travelers: Exploring the drivers of sacrifice, visit, pay, and wom intentions,” Int. J. Environ. Res. Public Health, vol. 18, no. 2, 2021, doi: 10.3390/ijerph18020845.
S. Almahamid, A. C. McAdams, T. Al Kalaldeh, and M. Al-Sa’eed, “The relationship between perceived usefulness, perceived ease of use, perceived information quality, and intention to use E-government,” J. Theor. Appl. Inf. Technol., vol. 11, no. 1, 2010.
E. Pantano, “Non-verbal evaluation of retail service encounters through consumers’ facial expressions,” Comput. Human Behav., vol. 111, 2020, doi: 10.1016/j.chb.2020.106448.
T. Wang and R. Chen, “It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference,” J. Theor. Appl. Electron. Commer. Res., vol. 17, no. 3, 2022, doi: 10.3390/jtaer17030052.
S. Albukhitan, “Developing Digital Transformation Strategy for Manufacturing,” in Procedia Computer Science, 2020. doi: 10.1016/j.procs.2020.03.173.
A. A. E. Panergayo and J. V. C. Aliazas, “Students’ behavioral intention to use learning management system: The mediating role of perceived usefulness and ease of use,” Int. J. Inf. Educ. Technol., vol. 11, no. 11, 2021, doi: 10.18178/ijiet.2021.11.11.1562.
O. S. Sinaga, F. K. Marpaung, R. S. Dewi, and A. Sudirman, “Kontribusi perceived usefulness, perceived ease of use dan perceived security terhadap behavioral intention to use aplikasi JAKET,” Insight Manag. J., vol. 1, no. 3, 2021, doi: 10.47065/imj.v1i3.71.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Proceedings Series on Social Sciences & Humanities
This work is licensed under a Creative Commons Attribution 4.0 International License.
