STRUCTURAL MODEL OF THE EFFECT OF FUNCTIONAL AND NONFUNCTIONAL ATTRIBUTES OF M-COMMERCE APPLICATIONS ON USABILITY AND CONTINUANCE USAGE INTENTION

• Main Author: Antoni Hutahaean, Hotma
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84878
• Institution: Institut Teknologi Bandung

Mobile commerce (m-commerce), a special form of e-commerce, has become a growing trend in recent years. M-commerce can be defined as the buying and selling of goods and services online with the support of mobile devices. The development of m-commerce applications often results in complex systems with many functional features in the user interface. However, many features do not always have a positive impact from the perspective of user experience related to Usability and impersonality. Usability is the extent to which a product can be used by a particular user to achieve a specified goal. A high level of Usability can encourage customers to use the application continuously, thereby encouraging users to become loyal. The attributes that form Usability value include functional and non-functional attributes. Functional attributes refer to the ability of the application to support the achievement of specific goals. Meanwhile, non-functional attributes are related to the quality of the system in supporting the overall user experience. Although both types of attributes are very important, currently research that uses functional and non-functional attributes simultaneously in one model is very limited. This study aims to build a structural model that analyzes the relationship between functional and non-functional attributes simultaneously, towards Usability and continued use intention. Based on the analysis model, this study recommends functional and non-functional indicators and attributes that are prioritized for improvement. The originality and new contribution of this study is the use of functional and non-functional attributes of m-commerce applications simultaneously, as well as the analysis of the relationship between usability and continuance usage intention. The methodology used in this study is quantitative and qualitative methods for the development model. Model development was carried out by literature study and qualitative methods in the form of interviews for the development of the initial research model using 11 attributes. Furthermore, a survei was conducted on 295 respondents using purposive sampling to identify user perceptions. Model testing and analysis were carried out using the Part Least Square Structural Equation iv Modeling (PLS SEM) approach, using the Smart PLS 3.3 application. Furthermore, Importance Performance Matrix Analysis was used to determine the attributes and indicators that were prioritized for development. The results of the study show that non-functional aspects, namely: Productivity, Navigation, Learnability, and Memorability, have a positive direct effect on the Efficiency of application use, allowing users to use its functions easily and appropriately. Functional factors, namely Content and Security, have a positive direct effect, making users more effective in using the application. The results of this study also show that the usefulness and intention to continue using m-commerce applications can be determined by Satisfaction, Effectivity, and Efficiency. Furthermore, Memorability, Navigation, and Content attributes, as well as several related indicators, are recommended to be a priority for improvement. Based on the results of this study, it is concluded that functional and non-functional attributes used simultaneously can be used in the formation of a structural model related to the usefulness and intention to continue using. The implications of this study are recommendations for m-commerce application developers in designing applications to satisfy users and help users complete their tasks correctly. This holistic approach provides a comprehensive picture of how well m-commerce applications align with user needs and expectations and is expected to increase user intention to continue using. Considering several limitations of this study, it is recommended that further research increase the diversity of research subjects in terms of experience and user diversity in terms of technological proficiency, cultural background, and Aksesibilitas needs. By accommodating these various types of differences, it is hoped that the resulting model can be applied universally.