Factors Affecting Acceptance of E-marketplace Based On Hybrid Model of Modified TAM-TRI

Abstract

In challenging COVID-19, the tourism sector must conduct digitization due to fulfill “less contact economy” development program. In this pandemic situation, the government of Nusa Dua Bali develops Business Process Reengineering (BPR) of Tourism Activities E-marketplace that involving local entrepreneurs as the user. This paper objective was to determine the factors that were affecting the acceptance of e-marketplace with case study local tourism entrepreneurs in Nusa Dua Bali. The TARIM model used in this research was a modified model of conventional Technology Acceptance Model - Technology Readiness Index (TAM-TRI) model by inserting the Technology Availability and Computer Self Efficacy into the model. The analysis technique used in this research was the Structural Equation Model Using Partial Least Square method. Results showed that the Readiness factor had a significant direct impact on the Acceptance of e-marketplace. While the significant indirect effects were given by Technology Availability and Perceived Usefulness factors.