Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Consumer Acceptance of Trustworthy E-commerce: An Extension of Technology Acceptance Model

Author(s): Muhammad Dharma Tuah Putra Nasution, Adi Anuar Azmin

The purpose of this study is to examine the influence of Perceived Ease of Use (PEOU) on Trustworthy E-commerce (TE) with Perceived Usefulness (PU) as mediation variable for users of service. The type of study includes the causal research. Based on the level of explanation, this study explains the position of the variables studied and the influence of one variable with other variables. The present study uses non-probability sampling. The sample is determined using the purposive sampling technique that placed the individual according to specific characteristics. The number of samples in this study that fit the criteria is 105 respondents. Data collection using questionnaires with 5-points Likert Scale. This study used path analysis that supported by SPSS version 19.0 and LISREL version 9.2. The results of the study found a direct influence of Perceived Ease of Use (PEOU) on Trustworthy (TE) is a higher value than the direct influence of Perceived Ease of Use (PEOU) on Perceived Usefulness (PU). Furthermore, Perceived Ease of Use (PEOU) of Trustworthy (TE) mediated by Perceived Usefulness (PU) is lower than the direct influence of Perceived Ease of Use (PEOU) on Trustworthy (TE). Indonesian consumer perceived ease of use and perceived usefulness to adopt mobile technology, which is an enormous potential for increasing traffic on travel agent services sites such as Technology has become a part of daily life of consumers who are equipped with various digital innovations from e-commerce companies that provide services. Thus requires a new way of interaction that is built on trust and transparency of information. Consumers are not only users of products and services, but they have the role of providing information, reviews, and ratings to products and services offered by e-commerce companies.

Get the App