Author(s): Dyah Sugandini, Nur Feriyanto, Muafi, Hadioetomo, Surpiko Hapsoro Darpito
This research aims to test new product trial model that explains the relations between novelty seeking behavior, autonomy, and perceived behavioral control. The type of this research is survey using questionnaires. The respondents are 240 college students who have done e-business transaction in the Province of Yogyakarta Special Region in Indonesia and following the learning process of e-business. Data analysis was done using structural equation modeling. The result of model testing shows that model has a good goodness of fit index and all hypotheses submitted in this research are accepted. This means that autonomy has a significant effect on perceived behavioral control and new product trial. Consumer novelty seeking has a significant effect on new product trial and perceived behavioral control has a significant effect on new product trial. Perceived behavioral control mediates the influence of autonomy toward new product trial.