Pengaruh Technology Acceptance Model Terhadap Behavioral Intention to Use Shopee Live Dengan Attitude Toward Using Sebagai Variabel Mediasi
Kata Kunci:
Shopee Live, Technology Acceptance Model (TAM), Live shoppingAbstrak
Penelitian ini berfokus pada analisis perbedaan preferensi antara penjual dan pembeli dalam konteks live shopping, khususnya di Kota Malang, dengan menggunakan Shopee Live sebagai studi kasus. Dalam era revolusi teknologi informasi yang pesat, live shopping telah menjadi salah satu inovasi terbaru yang merevolusi cara interaksi antara penjual dan pembeli, menawarkan kesempatan untuk berkomunikasi secara real-time dan memperkaya pengalaman belanja online. Meskipun populer di kalangan pembeli, fitur ini kurang diminati oleh penjual. Penelitian ini menganalisa berbagai faktor yang memengaruhi minat penjual di Kota Malang menggunakan Shopee Live, dengan menggunakan kerangka Technology Acceptance Model (TAM). Temuan awal menunjukkan bahwa penjual menghadapi masalah seperti penurunan jumlah penonton, kesulitan konfigurasi, dan ketidakpercayaan terhadap manfaat Shopee Live. Penelitian ini memakai metode kuantitatif dengan pendekatan analitik. Data kuantitatif didapatkan melalui metode pengumpulan data dengan menyebarkan kuesioner kepada responden. Analisis data menunjukkan bahwa variabel perceived usefulness dan perceived ease of use berpengaruh signifikan pada behavioral intention to use serta attitude toward using. Kemudian variabel attitude toward using tidak dapat memediasi perceived usefulness dan perceived ease of use terhadap behavioral intention to use.
Referensi
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, sstrategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.
Blessa, V. A., & Farida Indriani. (2022). Diponegoro Journal of Management. Analisis Pengaruh Kepercayaan, Keterlibatan Konsumen, dan Kualitas Produk Serta Dampaknya Terhadap Keputusan Pembelian Produk Melalui Shopee Live, 11, 2337-3792.
Davis, F. D. (1989). Perceived usefulness, perceived easesof use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning.
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Pitanatri, M. U., & Wijaya, N. (2021, Juli). Pengaruh Perceived Ease of Use, Perceived of Usefullness dan Financial Risk Terhadap Intention To Use Pada Booking.com di Kabupaten Bandung. JUMPA, 8(1).
Samwong, S. (2022). Examining the Key Factors that Drives Live Stream Shopping Behavior. Emerging Science Journal, 6. http://dx.doi.org/10.28991/ESJ-2022-06-06-011
Setyawati, R. E. (2020, Januari). Pengaruh Perceived Usefullness, Perceived Ease of Use Terhadap Behavioral Intention to Use dengan Attitude Towards Using sebagai Variabel Intervening. Jurnal Ekobis Dewantara, 3(1).
Sujarweni, V. W. (2015). Metode PenelitiansBisnis. Yogyakarta: Pustaka Pelajar.
Sun, Y., Shao, X., Li, X., Guo, Y. and Nie, K., 2019. How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37. https://doi.org/10.1016/j.elerap.2019.100886.
Suprawan, L. (2017). The Effect of Technology Acceptance Model on Behavioral Intention to Use Facebook Live: The Mediating Role of Attitude. Veridian E-Journal, Silpakorn University, 10(4).
Waruwu, M. (2023) ‘Pendekatan Penelitian Pendidikan: Metode Penelitian Kualitatif, Metode Penelitian Kuantitatif dan Metode Penelitian Kombinasi (Mixed Method), Pendidikan Tambusai, 7, pp. 2896–2910.
Wilson, N., Keni, K., & Pattyranie, P. H. (2021). The Role of Perceived Usefulness and Perceived Ease-of-Use Toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China. Gadjah Mada International Journal of Business, 23, 262-294.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, sstrategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.
Blessa, V. A., & Farida Indriani. (2022). Diponegoro Journal of Management. Analisis Pengaruh Kepercayaan, Keterlibatan Konsumen, dan Kualitas Produk Serta Dampaknya Terhadap Keputusan Pembelian Produk Melalui Shopee Live, 11, 2337-3792.
Davis, F. D. (1989). Perceived usefulness, perceived easesof use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning.
Jogiyanto. (2007). Sistem Informasi Keperilakuan. Yogyakarta: Andi.
Pitanatri, M. U., & Wijaya, N. (2021, Juli). Pengaruh Perceived Ease of Use, Perceived of Usefullness dan Financial Risk Terhadap Intention To Use Pada Booking.com di Kabupaten Bandung. JUMPA, 8(1).
Samwong, S. (2022). Examining the Key Factors that Drives Live Stream Shopping Behavior. Emerging Science Journal, 6. http://dx.doi.org/10.28991/ESJ-2022-06-06-011
Setyawati, R. E. (2020, Januari). Pengaruh Perceived Usefullness, Perceived Ease of Use Terhadap Behavioral Intention to Use dengan Attitude Towards Using sebagai Variabel Intervening. Jurnal Ekobis Dewantara, 3(1).
Sujarweni, V. W. (2015). Metode PenelitiansBisnis. Yogyakarta: Pustaka Pelajar.
Sun, Y., Shao, X., Li, X., Guo, Y. and Nie, K., 2019. How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37. https://doi.org/10.1016/j.elerap.2019.100886.
Suprawan, L. (2017). The Effect of Technology Acceptance Model on Behavioral Intention to Use Facebook Live: The Mediating Role of Attitude. Veridian E-Journal, Silpakorn University, 10(4).
Waruwu, M. (2023) ‘Pendekatan Penelitian Pendidikan: Metode Penelitian Kualitatif, Metode Penelitian Kuantitatif dan Metode Penelitian Kombinasi (Mixed Method), Pendidikan Tambusai, 7, pp. 2896–2910.
Wilson, N., Keni, K., & Pattyranie, P. H. (2021). The Role of Perceived Usefulness and Perceived Ease-of-Use Toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China. Gadjah Mada International Journal of Business, 23, 262-294.
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