IDENTIFYING INDONESIAN CONSUMERS' MOTIVATION TO USE LIVE E-COMMERCE SHOPPING USING THE EXTENDED UTAUT2 MODEL

• Main Author: Muhammad Rassya, Efan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66929
• Institution: Institut Teknologi Bandung

In recent years, live e-commerce has expanded significantly, but research on customer psychological motivation to adopt this new technology remains restricted. To fill the research gap, this research aims to explain the adoption of live e-commerce shopping in Indonesia by using the extended UTAUT2 model. Partial Least Square (PLS) Structural Equation Modelling (SEM) is used to analyze the data of 302 valid respondents. The questionnaire was collected from six cities in Indonesia namely DKI Jakarta, Bogor, Depok, Tangerang, Bekasi, and Bandung using online questionnaire. Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model is applied with nine independent variables performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM), price value (PV), habit (HA), and trust (TR). These variables will be tested to behavioral intention (BI) and use behavior (UB). Performance expectancy (PE), habit (HA), and trust (TR) are the significant factors of behavioral intention. While, facilitating conditions (FC), habit (HA), and trust (TR) are significantly related to use behavior (UB). This research is intended for live e-commerce salespeople and platform operation managers so that they can decide on promotion strategies and activities to encourage consumers to use e-commerce live shopping and provide an analysis method for e-commerce in order to improve several aspects in order to attract and retain its users in Indonesia.