Analysis of E-Commerce using Technology Acceptance Model and Its Interaction with Risk, Enjoyment, Compatibility Variables

Electronic commerce provides a business method with unprecedented capabilities where customers are able to make personal contact with an information system or web retailer through their web browser [1]. One types of C2C commerce is e- marketplace. E-marketplace users experience growth as internet users increase. Technology acceptance analysis is carried out to determine the factors that influence in using e-marketplace. The Technology Acceptance Model (TAM) is used as a basis for research and added with the perceived enjoyment, perceived risk and compatibility variables that can strengthen the model and to devise the factors that affect technology acceptance. The model was tested with 174 respondent which are student. This study's results are perceived enjoyment, perceived usefulness and compatibility influences the user motive to use e-marketplace. While, perceived risk and perceived ease of use have no effect.