Technology acceptance factors of e-commerce among young people: An integration of the technology acceptance model and theory of planned behavior

German Ruiz-Herrera, Luis; Valencia-Arias, Alejandro; Gallegos, Ada; Benjumea-Arias, Martha; Flores-Siapo, Evelyn

doi:10.1016/j.heliyon.2023.e16418

Cited by 20 publications

(15 citation statements)

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“…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) .…”

Section: Discussionsupporting

confidence: 92%

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

Yuliani,

Amin,

Savitrah

2023

Ekonomika Syariah

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Indonesia memiliki peluang besar dalam pengembangan produk halal dan merupakan negara dengan konsumsi online terbesar di Asia. Penelitian ini bertujuan untuk mengobservasi perilaku konsumsi generasi muda muslim Indonesia pada platform digital. Penelitian berkaitan dengan perilaku konsumsi pada platform digital telah menunjukkan hasil yang cukup signifikan, namun akademisi dan praktisi yang peduli dalam pengembangan produk halal masih sedikit. Sehingga penting untuk memahami perilaku konsumen agar dapat menyasar konsumen yang tepat. Penelitian ini dikembangkan berdasarkan Theory of Planned Behavior serta memanfaatkan data primer yang diperoleh melalui kuesioner. Sebanyak 155 responden generasi muda muslim dipilih melalui teknik accidental sampling dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa perilaku konsumen pada platform digital dipengaruhi oleh Attitude, Perceived behavior control, Recreation orientation, dan Promotion. Sementara itu, subjective norm, Religiosity dan Perceived Benefit merupakan alasan sekunder yang membuat mereka memilih platform digital. Hasil statistik ini menunjukkan bahwa konsumen di era digital sangat sensitif terhadap harga yang lebih murah. Selain itu, berbagai layanan tambahan yang disediakan oleh platform digital seperti pembayaran di tempat (COD) memudahkan mereka untuk memenuhi kebutuhan konsumsinya. Oleh karena itu, berdasarkan temuan tersebut, penting bagi produk halal untuk mengembangkan platform digital yang mampu memberikan layanan tambahan yang berguna untuk meningkatkan kenyamanan dan kepuasan pelanggan.Indonesia have great opportunity for halal product developments and the largest online consumption in asia. This study aims to observe the consumption behavior of young muslim through digital platforms. Research related to consumer behavior has revealed a significant result on digital platform, however the academics and practitioners who are concerned in the halal product development are few. Therefore, it is important to understand consumer behavior in targeting the right consumers. This research is developed based on theory of planned behavior and used primary data obtained through questionnaire. 155 young muslim respondents selected with accidental sampling techniques and analyzed using partial least squares structural equation modeling as the data processing tools. The results show that consumer behavior in digital platforms is influenced by Attitude, Perceived behavior control, Recreation orientation, and Promotion. Meanwhile, subjective norm, Religiosity and Perceived Benefit are secondary reasons they choose digital platforms. This statistical results explain that the consumers in the digital era are sensitive to lower price. In addition, various supplementary services provided by digital platforms such as paylater payments make it easy for them to satisfy their consumption. Therefore, based on the findings, it is important for halal products to develop a digital platform that is able to provide useful supplementary services to increase customer convenience and satisfaction.

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Section: Discussionsupporting

confidence: 92%

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

Yuliani,

Amin,

Savitrah

2023

Ekonomika Syariah

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“…Taking the TAM input components of the integrated model into account, it was found that the effects of factors in the model were similar to the previous studies (Lee et al, 2006;Li et al, 2017), except for perceived usefulness which caused negligible impact on purchase intention. PU showed their consistent influences on attitude toward online purchase (German Ruiz-Herrera et al, 2023;Pen˜a-Garcı´a et al, 2020). PEU also indicated a significant impact on PU in our research that is similar to (Chen & Teng, 2013).…”

Section: Discussionsupporting

confidence: 76%

“…In practice, authors integrated the TPB and TAM to better explain online purchase intention (German Ruiz-Herrera et al, 2023;Pen˜a-Garcı´a et al, 2020;Rehman et al, 2019;Singh, 2015;Song & Jo, 2023). Song and Jo (2023) and Rehman et al (2019) combined the TPB and TAM in a way that input factors of the TPB and TAM directly influenced purchase intention in the model.…”

Section: Introductionmentioning

confidence: 99%

Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model

Nguyen,

Thi Thu Truong,

Le-Anh

2023

SAGE Open

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This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and extended technology acceptance model (TAM). The results showed that TAM factors, perceived value, and perceived enjoyment had significant effects on attitude toward online purchase, while the TPB inputs, perceived enjoyment, and e-commerce exchange image played strong roles in influencing online purchase intention. The results also showed that perceived enjoyment helped to raise the predictive power of attitude dramatically, while the e-commerce exchange image contributed a high portion to explain online purchase intention variation. The results indicated that the e-commerce trading platforms need to focus on improving their images and on increasing customers’ experience to improve their business performance.

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“…Research results (Oloveze et al, 2022) show that the variable perceived ease of use affects attitude significantly. Different results were shown in research conducted by (German Ruiz-Herrera et al, 2023) The impact of the variable "perceived ease of use" on attitude is shown to be statistically negligible. In light of the inconclusive findings from prior studies, the authors undertake a new investigation on the impact of each variable's association with the Theory of Planned Behavior.…”

Section: Introductionmentioning

confidence: 69%

The Influence of Attitude and Perceived Risk to Optimize Intention to Adopt Based on Theory of Planned Behavior in Generation Z

Shaliha,

Marsasi

2024

Ecombis. Rev. J. Ilm. Eco. and Bussines.

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This study aims to determine the effect of attitude and perceived risk on intention to adopt based on the theory of planned behavior (TPB) in Generation Z. This study employs a quantitative methodology, utilizing a purposive sampling technique. The data utilized in this study is primary data, which was collected through the distribution of questionnaires. The study has a sample size of 210 respondents. The data was evaluated using Structural Equation Modeling (SEM) analysis with the use of AMOS 24 Graphics software. The findings of this study indicate that attitude is significantly influenced by perceived utility, perceived trust, and subjective norm. Furthermore, attitude significantly impacts the intention to adopt. The study's recent discoveries indicate that perceived danger exerts a detrimental and noteworthy impact on attitude, while perceived ease of use exerts a detrimental but inconsequential impact on attitude. The findings of this study emphasize the significance of comprehending customer risk perceptions in relation to service utilization. Companies should take into account the factors that impact consumer opinions. This can be accomplished by implementing effective marketing techniques, enhancing customer service, or providing an optimal user experience. This study provides an update on the variables by including the perceived risk variable to assess the perceived risk experienced by consumers.

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Technology acceptance factors of e-commerce among young people: An integration of the technology acceptance model and theory of planned behavior

Cited by 20 publications

References 70 publications

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

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

Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model

The Influence of Attitude and Perceived Risk to Optimize Intention to Adopt Based on Theory of Planned Behavior in Generation Z

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