ANALISIS BELANJA ONLINE MELALUI SMARTPHONE DENGAN MENGGUNAKAN EXTENDED TECHNOLOGY ACCEPTANCE MODEL

Nining Heriyanti, Muhammad Riza Firdaus, Rusmiyati .

Abstract


The  purpose  of  this  study  is  to  explore  the  conceptual  model  for  analyzing customer perceptions of the use of mobile commerce services especially smart phones  for  online  shopping.  Results  of  this  study  are  expected  to  provide insights  into  the  theory  of  consumer  behavior  and  the  results  have  practical implications  for  designers,  managers,  marketers  and  developers  of  mobile shopping site pages.

The  sample  included  155  respondents  through  online  questioner.  The  use  of online questioner is to ensure that respondents who fill the questionnaire are correct respondents who used the Internet access. The next filter is to ensure the respondents truly the one who ever shop online, the design of questioner is made the question in the beginning, whether the respondent ever shop online. If  the  respondent  have  not  shop  online  yet,  the  question  jump  to  the  end  of the  questionnaire.  Online  shopping  experience  to  further  filter  to  ensure  that the  respondents  were  filling  has  enough  experience  to  shopping  online.  So the respondents who only had onetime expenditure with online media are not included in the analysis.

Data  analysis  techniques  used  in  this  study  is  using  Structural  Equation Modeling  (SEM)  with  the  help  of  the  program  AMOS  version  21.  Results show that perceived ease of use, perceived usefulness and compatibility has a significant relationship with behavioral intention to use smart phones for online shopping. Behavioral intentions have a significant relationship with actual use.

The  results  are  expected  to  provide  theoretical  implication  to  complement existing  marketing  literature  and  supports  previous  studies.  The  practical implications of this research can be used as the basis for taking measures and appropriate  marketing  strategies  to  take  advantage  of  both  the  perpetrator 

marketing of new marketing channels, namely smart phones as shopping online media. Originality of this research is specifically discusses online shopping on one device, especially smart phones are still rare.

Keyword:Online shopping, extended technology acceptance model


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DOI: http://dx.doi.org/10.20527/jwm.v1i3.41

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Jurnal Wawasan Manajemen by Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat is licensed under a Creative Commons Attribution 4.0 International License. Based on a work at jwm.ulm.ac.id.