M-Commerce application acceptance analysis using Technology Readiness Index (TRI) model in Kuningan Regency

Abstract

Online trading activities through mobile devices (m-commerce) are currently becoming a business trend. Online trading has contributed to making the process of buying and selling goods and services easier and more enjoyable because they are timeless and borderless though these still have negative impacts. Therefore, this study examines retail consumer’s perspectives related to their readiness of using the application mobile commerce (m-commerce) in Kuningan regency. Furthermore, this study aims to examine the impact of optimism, innovation, insecurity, and discomfort on consumers’ shopping intentions from mobile devices through the perceived risks and benefits. To analyze the data, this study applied Parasuraman TRI (Technology Readiness Index) Model with the dimensions of optimism and innovation as variable drivers, the dimensions of insecurity and discomfort as inhibitor variables. Meanwhile, the data was gained through survey methods, questionnaire distribution from 397 m-commerce users in Kuningan as respondents. In addition, SPSS was used to test the validity and reliability of the questionnaire. The result showed that the total TRI value of 3.58 (in the high technology readiness index category), the people of Kuningan Regency tend to have a high level of readiness to adopt m-commerce technology, and the user group segment is in the pioneers group (this segment tends to have high interest through the existence of a new technology, have high optimism and innovation, but at the same time they will easily stop trying if they encounter high inconvenience and insecurity.