Analysis of Behavioral Intentions of E-Commerce Shopee Users in Indonesia Using UTAUT2

Abstract

Shopee e-commerce is trending among the general public as it offers many benefits to its users.This trend is an opportunity for business runners to expand their marketing. To take advantage of this opportunity, business people need to understand the factors that influence shoppers' behavioral intentions when using her e-commerce. The purpose of this study is to identify the factors that influence the behavioral intentions of Shopee e-commerce users. These factors are variables in the UTAUT2 model (Unified Theory of Acceptance and the Use of Technology 2), namely performance expectations, business expectations, social impacts, supportive conditions, hedonic motivations, price value, and You can look it up using Habits. Data sources are obtained from Shopee application users in Indonesia through a survey method using a sample of 152 respondents. Based on the results of data processing, social factors and habits have a positive and significant impact on the behavioral intentions of shopper e-commerce users. On the other hand, job expectations, business expectations, framework conditions, hedonic motives, and price do not have positive and insignificant effects on behavioral intentions. These results give business people the opportunity to develop engaging promotions that connect to social factors and habits.Ideas that arise from social and ordinary factors, such as Shopee's live ads. This result can also be input to the Shopee eCommerce feature developer.