Adoption of E-Commerce Online to Offline with Technology Acceptance Model (TAM) Approach

Abstract

One application of technology in business activities is E-Commerce and the number of E-Commerce users led to the emergence of various types of E-Commerce. One type of E-Commerce that is currently a concern is E-Commerce Online to Offline (O2O). O2O services can be an alternative solution in the distribution of goods for retail companies in Indonesia that implement e-commerce services. Research in the field of E-Commerce adoption has done a lot of previous researchers with model Technology Acceptance Model (TAM). This research will discuss how the adoption of Jakarta Retailer Customer in using E-Commerce Online to Offline service. The purpose of this research is to know the characteristics of customers of shopping online retail sites in Jakarta and to know what variables of Technology Acceptance Model (TAM) affect the adoption of O2O E-Commerce customers in Jakarta. Hypothesis testing proposed in the study using SEM or Stuctural Equation Modeling analysis operated through AMOS program to 111 Respondents.