23Dec 2017

THE EFFECT OF ACCEPTANCE OF TECHNOLOGY INNOVATION TOWARDS ACTUAL USAGE THROUGH CONSUMER VALUE ON ONLINE MALL IN SURABAYA, INDONESIA.

  • Universitas Katolik Widya Mandala Surabaya.
  • Prof. Universitas Katolik Widya Mandala Surabaya.
  • Universitas Katolik Widya Mandala Surabaya.
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In this competitive era, both consumers and producers are trying to develop and ease the purchases process of goods and services. The development of technology creating opportunities for producers to create an easier process for purchasing goods and services for consumers. The purchasing process keeps developing into a more practical online purchase in the midst of busy routine of today\'s society. The growth and development of online businesses has increased from year to year. However, the increase is also causing the increasing number of online malls that exist today. Thus, it has an impact on the tough competition among existing online malls. This leads to a shorter lifecycle for certain online malls due to the inability to compete and lack of competitive advantage, and ended up being replaced by the better online malls. Therefore, this study aims to find out the factors that affect the actual usage of online mall through several variables, namely, Technology Acceptance Model (perceived usefulness, perceived ease of use), Diffusion of Innovation (compatibility) and perceived value of online mall selection which will be focused on online mall that has the ability to survive the tough competition. The research method used in this research is quantitative method, and SPSS 22.0 and AMOS 22.0 is used as the data processing software. The type of research is a causal research and a sample of 260 respondents in Surabaya is used. Ten hypotheses are proposed in this research and the results of the study showed that there are nine significant hypotheses and one hypothesis that is not significant. Perceived ease of use has no significant effect on website actual usage of online consumer in Surabaya. The regression coefficient shows a positive value and this shows a positive correlation but not significant.

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[Amelia, SE, MM, V. Henky Supit, S. E., Ak and Christina Esti Susanti, M. M CPM. (2017); THE EFFECT OF ACCEPTANCE OF TECHNOLOGY INNOVATION TOWARDS ACTUAL USAGE THROUGH CONSUMER VALUE ON ONLINE MALL IN SURABAYA, INDONESIA. Int. J. of Adv. Res. 5 (Dec). 1227-1239] (ISSN 2320-5407). www.journalijar.com

Amelia
Universitas Katolik Widya Mandala Surabaya

DOI:

Article DOI: 10.21474/IJAR01/6079      
DOI URL: https://dx.doi.org/10.21474/IJAR01/6079

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