Abstract
This study purposed to analyze the application of an extended technology acceptance model (TAM) by combining the influence of brand equity and mobile web quality that are used to predict intention to use m-commerce, through perceived ease of use, perceived usefulness, and attitude toward using. The research was conducted on Indonesian citizens who have used service products on m-commerce Traveloka. The analytical method used is the structural equation modeling (SEM) with Lisrel 8.80 Software. Using a convenient sampling technique, 270 respondents were involved in the study. Only five of the nine hypotheses developed are significant, while the others are not. However, the current study discovers a new finding that brand equity significantly affects the attitude toward using m-commerce. The results of this study are quite different from Chi’s (2018) study, indicating that the model still needs to be reinvestigated using a different sample to test the model consistency.
Highlights
In recent years, mobile commerce (m-commerce) has experienced rapid growth and needs urgent attention from both practitioners and researchers due to its enormous impact on the economy, business and consumers (Chi, 2018)
Research conducted by Google, Temasek, and Bain & Company reported in the e-Conomy SEA 2019 report predicts the online travel agencies (OTA) market in Indonesia up to 2025 remains superior in Southeast Asia
The results were descriptive analysis to see more details related to gender, age, education, employment, income, and intensity of respondents in visiting the Traveloka site in the last 3 months
Summary
Mobile commerce (m-commerce) has experienced rapid growth and needs urgent attention from both practitioners and researchers due to its enormous impact on the economy, business and consumers (Chi, 2018). Wearesocial and Hootsuite, in their report found that in January 2021, there were 202.6 million internet users in Indonesia. Indonesia's internet users increased by 27 million (+16%) between 2020 and 2021. Most of them (93%) use internet for search a product or service to buy. This trend triggered the emergence of a new business called e-commerce. Travel is the most popular e-commerce market segment in Indonesia. It represents 58.9% of all e-commerce sales in Indonesia (JP Morgan, 2019). Research conducted by Google, Temasek, and Bain & Company reported in the e-Conomy SEA 2019 report predicts the online travel agencies (OTA) market in Indonesia up to 2025 remains superior in Southeast Asia. Tourism became the most depressed industry due to the restrictions imposed on traveling in almost all countries
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