Increasing Online Purchase Intention Based on The Integration of The Technology Acceptance Model and Theory of Planned Behavior
DOI:
https://doi.org/10.54099/ijmdb.v3i1.914Keywords:
ease of use,, usefulness, , attitude, , subjective norm, perceived behavioural, purchase intention, TAM, TPBAbstract
This study aims to integrate TAM and TPB to provide the best model to help predict the online shopping intentions of Shopee marketplace consumers. The sampling techniques in this study combine purposive and snowball sampling, in which 234 respondents were obtained from several islands in Indonesia. This research uses three software for data processing and testing: Microsoft Excel, IBM SPSS Statistics version 26, and IBM AMOS version 24. The findings of this study are: (a) perceived ease of use positively affects attitude, (b) perceived usefulness does not positively affect attitude, (c) perceived ease of use positively affects perceived usefulness, (d) attitude positively affects purchase intention, (e) subjective norms positively affect purchase intention, and (f) perceived behavioral control positively affects purchase intention. The findings indicate that the Technology Acceptance Model and Theory of Planned Behavior can be integrated to provide a better research model for predicting consumer intentions to shop online.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 61(3), 38–53. https://doi.org/10.2307/1251788
Anisah, T. N., & Miswanto, M. (2021a). Perceived intrusiveness, consumer attention, and intent to purchase: The moderating effect of celebrity preferences. Sebelas Maret Business Review, 6(2), 121. https://doi.org/10.20961/smbr.v6i2.57401
Anisah, T. N., & Miswanto, M. (2021b). The Moderating Effect Of Celebrity Preferences And Hedonism Personality On The Relationship Of Perceived Instrusiveness, Consumer Attention And Purchase Intention. Jurnal Ilmiah Manajemen Dan Bisnis, 7(3), 324. https://doi.org/10.22441/jimb.v7i3.13582
Ardiyanto, F., & Kusumadewi, H. (2020). Pengintegrasian Technology Acceptance Model (TAM) dan Kepercayaan Konsumen pada Marketplace Online Indonesia. Jurnal Inspirasi Bisnis dan Manajemen, 3(2), 177–192. https://doi.org/10.33603/jibm.v3i2.2659
Bagozzi, R. (2007). The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift. Journal of the Association for Information Systems, 8(4), 244–254. https://doi.org/10.17705/1jais.00122
Barkhi, R., & Wallace, L. (2007). The impact of personality type on purchasing decisions in virtual stores. Information Technology and Management, 8(4), 313–330. https://doi.org/10.1007/s10799-007-0021-y
Behjati, S., Pandya, S., & Mohanachandran, D. K. (2012). Application of Structural Equation Modeling (SEM) to Explain Online Purchasing Intention—An Extension of Theory of Planed Behaviour (TPB). 2(6), 33–41.
Blagoeva, K. T., & Mijoska, M. (2017). Applying TAM to Study Online Shopping Adoption Among Youth in the Republic of Macedonia. Management International Conference, 543–554.
Brown, T. A. (2006). Confirmatory factor analysis for applied research. Guilford Press.
Byrne, B. M. (2016). Structural equation modeling with Amos: Basic concepts, applications, and programming (Third edition). Routledge, Taylor & Francis Group.
Chen, Y.-M., Hsu, T.-H., & Lu, Y.-J. (2018). Impact of flow on mobile shopping intention. Journal of Retailing and Consumer Services, 41, 281–287. https://doi.org/10.1016/j.jretconser.2017.04.004
Chiu, C., Chang, C., Cheng, H., & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761–784. https://doi.org/10.1108/14684520910985710
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Durman, T. Y., & Musdholifah, M. (2020). INTEGRASI TECHNOLOGY ACCEPTANCE MODEL DAN THEORY OF PLANNED BEHAVIOR TERHADAP INTENTION TO USE MOBILE PAYMENT (STUDI PADA PENGGUNA OVO DI SURABAYA). 8(2), 621–633.
Fataya, D., Subiyakto, H., Miswanto, M., Kusumasari, L., & Anggoro, R. (2023). The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs). Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia. https://doi.org/10.4108/eai.17-12-2022.2333238
Fogel, J., & Schneider, M. (2010). Understanding designer clothing purchases over the internet. Journal of Fashion Marketing and Management: An International Journal, 14(3), 367–396. https://doi.org/10.1108/13612021011061843
George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198–212. https://doi.org/10.1108/10662240410542634
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (Eighth edition). Cengage.
Han, B., Kim, M., & Lee, J. (2018). Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea. Journal of Korea Trade, 22(2), 86–104. https://doi.org/10.1108/JKT-10-2017-0093
Hansen, T., Møller Jensen, J., & Stubbe Solgaard, H. (2004). Predicting online grocery buying intention: A comparison of the theory of reasoned action and the theory of planned behavior. International Journal of Information Management, 24(6), 539–550. https://doi.org/10.1016/j.ijinfomgt.2004.08.004
Haryono, S., & Wardoyo, P. (2013). STRUCTURAL EQUATION MODELING Untuk Penelitian Manajemen Menggunakan AMOS 18. PT. Intermedia Personalia Utama.
He, D., Lu, Y., & Zhou, D. (2008). Empirical study of consumers’ purchase intentions in C2C electronic commerce. Tsinghua Science and Technology, 13(3), 287–292. https://doi.org/10.1016/S1007-0214(08)70046-4
Huang, Y., Jim Wu, Y., Wang, Y., & Boulanger, N. C. (2011). Decision making in online auctions. Management Decision, 49(5), 784–800. https://doi.org/10.1108/00251741111130850
Hur, W.-M., Kim, H., & Kim, W.-M. (2014). The Moderating Roles of Gender and Age in Tablet Computer Adoption. Cyberpsychology, Behavior, and Social Networking, 17(1), 33–39. https://doi.org/10.1089/cyber.2012.0435
Ketabi, S. N., Ranjbarian, B., & Ansari, A. (2014). Analysis of the Effective Factors on Online Purchase Intention through Theory of Planned Behavior. International Journal of Academic Research in Business and Social Sciences, 4(4), Pages 374-382. https://doi.org/10.6007/IJARBSS/v4-i4/808
Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310–322. https://doi.org/10.1016/j.chb.2009.10.013
Law, M., Kwok, R. C.-W., & Ng, M. (2016). An extended online purchase intention model for middle-aged online users. Electronic Commerce Research and Applications, 20, 132–146. https://doi.org/10.1016/j.elerap.2016.10.005
Lee, J.-Y., Fang, E., Kim, J. J., Li, X., & Palmatier, R. W. (2018). The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues. Journal of Retailing, 94(3), 247–264. https://doi.org/10.1016/j.jretai.2018.06.002
Lin, H.-F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6(4), 433–442. https://doi.org/10.1016/j.elerap.2007.02.002
Malhotra, Y., & Galletta, D. F. (1999). Extending the technology acceptance model to account for social influence: Theoretical bases and empirical validation. Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers, 14. https://doi.org/10.1109/HICSS.1999.772658
Mallat, N. (2007). Exploring consumer adoption of mobile payments – A qualitative study. The Journal of Strategic Information Systems, 16(4), 413–432. https://doi.org/10.1016/j.jsis.2007.08.001
McMaster, T., & Wastell, D. (2005). Diffusion – or delusion? Challenging an IS research tradition. Information Technology & People, 18(4), 383–404. https://doi.org/10.1108/09593840510633851
Miswanto, M., & Astuti, L. (2018). PENGARUH LINGKUNGAN TOKO TERHADAP UJI PEMBELIAN DAN EMOSI POSITIF (Studi Kasus Konsumen Hypermarket di Yogyakarta). JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(1), 37–55. https://doi.org/10.21009/JRMSI.009.1.03
Moore, G. C., & Benbasat, I. (1991). Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation. Information Systems Research, 2(3), 192–222. https://doi.org/10.1287/isre.2.3.192
Moslehpour, M., Pham, V., Wong, W.-K., & Bilgiçli, İ. (2018). e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use. Sustainability, 10(1), 234. https://doi.org/10.3390/su10010234
Nisafani, A. S., Wibisono, A., & Tegar Revaldo, M. H. (2017). Analyzing the Effectiveness of Public e-Marketplaces for Selling Apparel Products in Indonesia. Procedia Computer Science, 124, 274–279. https://doi.org/10.1016/j.procs.2017.12.156
Noor, N. M., Noranee, S., Zakaria, M. F., Unin, N., & Suaee, M. A. H. M. (2020). Online Shopping: The Influence of Attitude, Subjective Norm and Perceived Behavioral Control on Purchase Intention. Proceedings of the 2020 The 6th International Conference on E-Business and Applications, 33–36. https://doi.org/10.1145/3387263.3387266.
Patmawati, D., & Miswanto, M. (2022). The Effect of Social Media Influencers on Purchase Intention: The Role Brand Awareness as a Mediator. International Journal of Entrepreneurship and Business Management, 1(2), 170–183. https://doi.org/10.54099/ijebm.v1i2.374
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Consumer acceptance of online banking: An extension of the technology acceptance model. Internet Research, 14(3), 224–235. https://doi.org/10.1108/10662240410542652
Pinasthika, D. G., Suroso, A., & Wulandari, S. Z. (2021). THE ANALYSIS OF INTENTION TO BUY: AN EXTENDED THEORY OF PLANNED BEHAVIOR. Journal of Management and Islamic Finance, 1(1), 91–109. https://doi.org/10.22515/jmif.v1i1.3559
Prajogo, W., & Purwanto, E. (2020). The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(1), 19. https://doi.org/10.31106/jema.v17i1.5298
Rohman, I. Z. (2019). Pengaruh Word of Mouth Dan Brand Image Terhadap Perception of Product Quality Serta Dampaknya Pada Purchase Intention Bakpia Pathok Di Yogyakarta. Jurnal Perilaku Dan Strategi Bisnis, 7(1), 1. https://doi.org/10.26486/jpsb.v7i1.556
Rahmiati, R., & Yuannita, I. I. (2019). The influence of trust, perceived usefulness, perceived ease of use, and attitude on purchase intention. Jurnal Kajian Manajemen Bisnis, 8(1), 27–34. https://doi.org/10.24036/jkmb.10884800
Rong-Da Liang, A. (2014). Enthusiastically consuming organic food: An analysis of the online organic food purchasing behaviors of consumers with different food-related lifestyles. Internet Research, 24(5), 587–607. https://doi.org/10.1108/IntR-03-2013-0050
Sánchez-Prieto, J. C., Olmos-Migueláñez, S., & García-Peñalvo, F. J. (2017). MLearning and pre-service teachers: An assessment of the behavioral intention using an expanded TAM model. Computers in Human Behavior, 72, 644–654. https://doi.org/10.1016/j.chb.2016.09.061
Seguro, W. (2008). Pengaruh Persepsi Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Pelanggan: Suatu Penelitian pada Penyedia Jasa Telepon Selular di Jawa Barat. Jurnal Ilmiah Ekonomi Bisnis, 13(3), 178–188.
Shang, R.-A., Chen, Y.-C., & Shen, L. (2005). Extrinsic versus intrinsic motivations for consumers to shop online. Information & Management, 42(3), 401–413. https://doi.org/10.1016/j.im.2004.01.009
Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce: A Managerial and Social Networks Perspective. Springer International Publishing. https://doi.org/10.1007/978-3-319-10091-3
Turner, M., Kitchenham, B., Brereton, P., Charters, S., & Budgen, D. (2010). Does the technology acceptance model predict actual use? A systematic literature review. Information and Software Technology, 52(5), 463–479. https://doi.org/10.1016/j.infsof.2009.11.005
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Yadav, R., Sharma, S. K., & Tarhini, A. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management, 29(2), 222–237. https://doi.org/10.1108/JEIM-04-2015-0034
Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: Implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262–270. https://doi.org/10.1108/07363761011038338
Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior. Journal of Retailing and Consumer Services, 19(5), 484–491. https://doi.org/10.1016/j.jretconser.2012.06.003
Yulianita, Y. (2018). Comparison of Generation X and Y: Perceived Usefulness, Perceived Ease of Use, and Subjective Norms on Purchase Intention in E-Commerce. Jurnal Komunikasi Indonesia, 7(2), 140–152. https://doi.org/10.7454/jki.v7i2.9677
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 International Journal of Management and Digital Business
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
