Technology Acceptance and Consumer Behavior: A Study of Online Shopping in Indonesia

Abstract

Introduction: The growth of this information technology allows every individual to easily involve themselves in legal activities, such as buying and selling transactions. The rapid development of the internet has had a significant impact on various aspects of our lives, facilitating interaction, communication, and trade efficiently and economically, even involving people from all over the world. By using TAM, buying and selling goods is getting easier.

Objectives: This study aims to determine the effect of ease of use, trust, web quality, and perceived usefulness on consumer purchasing decisions in the TikTok online shop on Generation Z in Central Java, Indonesia.

Methods:  This  study  adopts a descriptive  quantitative  method, designed  to illustrate the qualities (features) of a scenario through an impartial lens. This incorporates gathering and scrutinizing numerical information, alongside the application of statistical assessments. The analysis technique used in this study is Partial Least Squares (PLS), which is processed using Smart PLS software version 4.0. The analysis includes descriptive statistical analysis, outer model testing, inner model testing, and hypothesis testing.

Results: For Business Owners/Sellers on TikTok Shop: Trust significantly influences purchasing decisions. Therefore, sellers need to build consumer trust through clear product information, a transparent returns system, and maintaining a reputation through positive customer reviews. For TikTok Platform Managers: Continuous improvements to the user interface (UI) and user experience (UX) are needed to ensure consumers feel comfortable shopping, even if ease of use is no longer a dominant factor. For Consumers: The findings of this study can serve as a basis for consumers to be more selective in choosing online sellers, by considering aspects of platform trustworthiness and quality rather than just ease of use. Consumers are also encouraged to utilize security features and read reviews from other buyers before making a transaction.For Academics and Researchers: This study emphasizes the importance of trust and web quality factors in the online shopping behavior of Generation Z. These implications can be used as a reference for developing digital marketing models that are more focused on building consumer loyalty and a sense of security.

Conclusions: This study applies the Technology Acceptance Model (TAM) to analyze the behavior of Generation Z consumers in Indonesia using TikTok Shop, which is still rarely studied in the context of the Indonesian local market. From an academic perspective, this research expands the literature on the application of TAM to online shopping behavior by adding trust and web quality variables. Practically, it provides insights for businesses to prioritize trust and web quality in their e-commerce strategies.