Comparison of Decision Making in Adopting E-Commerce between Indonesia and Chinese Taipei (Case Study in Jakarta and Taipei City)

Abstract

The number of people using internet has increased due to advances in information technology, and the growth of electronic commerce (e-commerce) is increasingly growing. This study aims to investigate the factors that influence consumer intention to adopt e-commerce in Jakarta and Taipei. In this paper, additional variables such as trust, costs, social influences, various services, and control variables such as age, educational level, and gender of consumers become work extension of traditional model of technology acceptance (TAM) and the diffusion of innovation (DOI) models. By comparing consumers from both Jakarta and Taipei, this research is able to form a comparison model based on two different cultural settings. Data are collected from 192 Jakarta consumers and 184 Taipei consumers, and ANCOVA is employed to test the research model. The results show that trust, cost, social influence, and variety of services, perceived usefulness and trialability have significant influence to Jakarta consumer decisions to adopt e-commerce. All of variables except variety of services have significant influence to Taipei consumer decisions to adopt e-commerce. Demographic profile such as age, gender and education level have no significant influence to both cities consumers. Results from this study will be useful for online companies in formulating marketing strategy, especially for companies that will operate in Indonesian market, since Indonesia is a huge and growing market. 749

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