Factors Influencing Indonesians' Intentions to Use the Tokopedia Online Marketplace

Abstract

Manuscript type: Research paper Objective: Many factors influence people’s intention to use online marketplaces, especially Tokopedia in Indonesia. The purpose of this study is to explain these influencing factors of usage intention by simulating the impact of innovativeness, mobility, perceived ease of use, and perceived usefulness. Research Design and Methods: A quantitative approach was used through an online survey and resulted in 250 responses which were analysed with a structural equation model to test construct reliability, average convergent validity, and structural model fit. Findings: According to the findings, mobility, innovativeness, perceived utility, and perceived simplicity of use are characteristics that influence user intention. The perception of utility has the biggest influence on the intention to use something, whereas perceived ease of use has the least. Implications and Recommendations: These findings have significance for online marketplaces, such as Tokopedia in Indonesia, in terms of developing and improving application performance based on user demands.