Antecedents of user attitude towards e-commerce and future purchase intention

Abstract

This study attempts to analyze the antecedents of e-commerce user behavior and their effect on future purchase intentions. Theoretical exploration shows that the antecedents used in the behavior of e-commerce users are perceived self-efficacy, perceived ease of use and perceived usefulness. The study uses the behavior of e-commerce users as a mediating variable. The study was also conducted using a quantitative method, by distributing questionnaires to 250 e-commerce users in Indonesia. The analysis technique used is Structural Equation Modeling (SEM) with SmartPLS software. The results show that perceived self-efficacy had a positive effect on perceived ease of use and perceived usefulness. These three antecedents in turn have a positive and significant effect on future e-commerce shopping interest by using mediation of user behavior. The results are theoretically useful for deepening Technology Acceptance Model exploration by estimating future buying behavior and interest. Practically, this study encourages e-commerce platform website developers to increase the ease and usefulness to increase the positive behavior of users in purchasing products.

Study of Digital Marketing Strategy: Case Study of SMEs in Cocoa Product Industry in West Sulawesi Province

“…These results are evidence that the self-efficacy possessed by each user is sufficient to make them confident to use e-commerce in the business process of MSME players. These results are in line with the past study of (Nurchayati et al, 2023), which results show that perceived self-efficacy had a positive effect on perceived ease of use and perceived usefulness. These three antecedents in turn have a positive and significant effect on future e-commerce shopping interest by using mediation of user strategy.…”

Young Muslim Consumer Behavior on Digital Platform: What can be Learned for Developing Halal Product?

“…besides that, these beliefs can also be formed because of other people's experiences, mouth-to-mouth marketing also has a big role in building positive perceptions for new customers. This study also confirms previous findings which state that attitude influences a person's interest in using digital platforms in online shopping (German Ruiz-Herrera et al, 2023;Gunawan et al, 2023;Hasna N. Khoirunnisa & Sumadi, 2023;Julio et al ., 2021;Mainardes et al, 2020;Nurchayati et al, 2023) .…”

Factors Influencing the Usage of E-Business to Improve SME Performance

“…In this regard, perceived Usefulness reflects how much a customer believes that adopting e-commerce could be useful to them in their everyday lives. In the case of SMEs, perceived Usefulness refers to how SME operators believe that adopting e-commerce could help achieve business efficiency and effectiveness (Mun et al, 2017;Bendary & Al-Sahouly, 2018;Nurchayati et al, 2023). Based on the argument above, hypothesis 1 stipulates that H1.…”

“…Perceived Usefulness depicts how a technology is perceived as beneficial in improving some aspect of the users' job/ business. Thus, high perceived Usefulness entails that users believe that the use of technology will help to be useful to the users, which in this case refers to higher performance among SMEs (Sohn, 2017;Moridis et al, 2018;Nurchayati et al, 2023). Scholars have linked perceived Usefulness with acceptance of technology, as people will accept it when they deem it useful (Moslehpour et al, 2018;Kasinphila et al, 2023).…”

“…This study will examine the link between perceived ease of use and SMEs' adoption of e-commerce to enhance their performance. However, this study did not focus on the system's complexity, as it only examined perceived ease of use (Mun et al, 2017;Moslehpour et al, 2018;Nurchayati et al, 2023). The second hypothesis was formulated as follows, H2.…”