Aplikasi Model Keberterimaan Teknologi dan Teori Aliran kepada Perilaku Konsumen Online di Tokobagus.com

• Main Author: AMRULLAH, Adam
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: Business and Management
• Online Access: https://repository.ugm.ac.id/120107/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=60115
• Institution: Universitas Gadjah Mada

This research was conducted to analyze the dimensions of Technology Acceptance Model (TAM) and flow theory to an online shopping site Tokobagus.com and explain how these dimensions affect the customer in terms of customer retention and unplanned purchases. The dimensions of the Technology Acceptance Model that used in this research are perceived usefulness and perceived ease of use. The dimensions of flow theory that used in this research are perceived control, shopping satisfaction, and concentration. Other factors that affect cognitive and emotional responses such as product involvement, perceived skills and challenges are also added in this research. This study uses primary data by distributing questionnaires to 432 users of Tokobagus.com site and using stratified sampling. Data were analyzed using the Structural Equation Model (SEM). The results showed that (1) perceived control, shopping satisfaction, perceived usefulness, perceived ease of use affect the customer retention, (2) perception of control, shopping satisfaction, and concentration affect the unplanned purchases, (3) product involvement affect the shopping satisfaction, (4) perceived skills affect perceived control, shopping satisfaction, concentration whereas the level of challenges affect concentration and shopping satisfaction only.