Technology Acceptance Model (TAM) Factors and Social Factors Analysis through Attitude towards to Use on Intention to Purchase of Kisah Kita Ngopi Online Café
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引用次数: 1
Abstract
The covid-19 pandemic has forced entrepreneurs to switch to online sales, including Kisah Kita Ngopi (KKN) Café. It is essential to know the factors that affect a customer’s Intention to Purchase when online, such as the TAM Factors (perceived usefulness, perceived ease of use) and social factors (social influence, peer influence) attitude towards to use in using online applications. This research uses the SEM data analysis method as- sisted by Partial Least Square (PLS) software. Data collection is carried out by distributing questionnaires in the form of Google forms to people in Sidoarjo and Surabaya who have made online purchases at the KKN Café. In this study, the random sampling technique obtained 85 respondents. The results of this study indicate that (1) perceived usefulness affects atti- tude toward mobile app use, (2) perceived ease of use affects attitude to- ward mobile app use, (3) social influence does not affect attitude toward mobile app use, (4) peer influence affects attitude towards mobile app use, (5) attitude towards mobile app user does not affect intention to purchase, (6) perceived usefulness does not affect intention to purchase, (7) perceived ease of use does not affect intention to purchase, (8) social influence does not affect intention to purchase, and (9) peer influence does not affect intention to purchase. Therefore, based on the results of this study, it can be concluded that the TAM factors scores are higher than those related to social factors with regards to attitude towards to use.
基于使用态度的技术接受模型(TAM)因素与社会因素对Kisah Kita Ngopi在线咖啡店购买意向的影响分析
covid-19大流行迫使企业家转向在线销售,包括Kisah Kita Ngopi (KKN)咖啡馆。了解影响客户在线购买意愿的因素是至关重要的,例如TAM因素(感知有用性,感知易用性)和社会因素(社会影响,同伴影响)在使用在线应用程序时对使用的态度。本研究采用扫描电镜数据分析方法,并辅以偏最小二乘法(PLS)软件。数据收集是通过向在KKN咖啡馆网上购物的西多阿乔和泗水的人们分发谷歌表格形式的调查问卷来进行的。在本研究中,采用随机抽样的方法获得85名受访者。本研究结果显示:(1)感知有用性影响手机应用使用态度,(2)感知易用性影响手机应用使用态度,(3)社会影响不影响手机应用使用态度,(4)同伴影响影响手机应用使用态度,(5)对手机应用用户态度不影响购买意愿,(6)感知有用性不影响购买意愿。(7)感知易用性不影响购买意愿,(8)社会影响不影响购买意愿,(9)同伴影响不影响购买意愿。因此,根据本研究的结果,可以得出TAM因素在使用态度方面的得分高于社会因素的得分。
期刊介绍:
WREMSD is a multidisciplinary refereed journal on issues that will be central to management and sustainable development around the world. The general theme of WREMSD has been very carefully chosen to include business and entrepreneurship management and the challenges these represent in terms of global competitiveness and sustainable development. To achieve competitiveness in business and management, individuals and institutions need essential knowledge on a broad spectrum of concepts and issues that affect business around the world.