Factors that Affecting the Use of E-Commerce in Online Fashion Product Purchases (Case Study XYZ E-Commerce)

Abstract

The purpose of this study is to identify the factors that influence the intention to use XYZ e-commerce to buy fashion products online. In particular we are interested in examining the influence of variables such as performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) on behavioral intention to use (BIU). The research model is based on the UTAUT model. Thus, it is a quantitative study where the data are collected by distributing questionnaires using google form targeting the XYZ’s users in Jabodetabek area. The model is formulated as a structural equation modelling (SEM) and SMART PLS is chosen as tool to analysis the data. The result of this study showed that performance expectancy (PE) and social influence (SI) have a significant influence on behavioral intention to use. Meanwhile, effort expectancy (EE) and facilitating conditions (FC) does not have significant influence on behavioral intention to use.