Abstract
<span class="fontstyle0">In predicting acceptance of computers by users as a major tool in doing internet access, particularly on access to online shopping, using the measurement scale of the development of the theory of Technological Acceptance Model (TAM). In this study examines the influence of usability and ease of use of online shopping behavior. Also assess the expertise and the need to interact with consumers as a moderator variable in the relationship between usability and ease of use with online shopping attitude. The purpose of this study were (1) analyze the influence of expediency, (2) ease of use of online shopping behavior. (3) Analyze the variables will moderate the influence of expertise whether expediency of online shopping attitudes. (4) Analyze the variables will moderate the influence of expertise whether it easier to interact on online shopping attitudes need to interact. (5) to analyze the variable needs to interact whether to moderate the influence of expediency of online shopping attitudes. (6) to analyze the variable needs to interact whether to moderate the influence of ease of use of online shopping behavior. This research was conducted by taking samples of Internet users in the city of Jombang. The main instrument of data collection in the form of questionnaires and measured with a 5-point Likert scale. Questionnaires were sent to respondents via the internet cafe, free wifi areas, campuses, schools and offices. The number of respondents in this study 122 respondents. Data analysis methods used are Moderated Regression Analysis (MRA). From the analysis it was shown that the variable usefulness and ease of use significantly influences online shopping behavior. Variable expertise to significantly moderate the effect of the use of online shopping behavior, but did not moderate the influence of ease of use of online shopping behavior. While the need for interaction variables did not significantly moderate the effect of usefulness and ease of use of online shopping behavior.</span>
Highlights
Sejak tahun 1990-an, toko online banyak bermunculan dengan memanfaatkan internet sebagai media pemasaran
(3) Analyze the variables will moderate the influence of expertise whether expediency of online shopping attitudes
(4) Analyze the variables will moderate the influence of expertise whether it easier to interact on online shopping attitudes need to interact. (5) to analyze the variable needs to interact whether to moderate the influence of expediency of online shopping attitudes. (6) to analyze the variable needs to interact whether to moderate the influence of ease of use of online shopping behavior
Summary
Sebagai sebuah fenomena bisnis yang relatif baru, e-commerce mengalami perkembangan yang sangat pesat (Gefen, 2005). Diskusi tersebut menghasilkan sebuah pandangan mengenai e-commerce melalui internet sebagai suatu bisnis dengan berbagai kemungkinan (Raghav Rao et al, 1998). Saluran online membuat konsumen sulit untuk mengetahui barang-barang secara fisik, sehingga terdapat risiko untuk mendapatkan produk yang sesuai dengan yang terlihat di fitur belanja online. Berkenaan dengan pemahaman tentang sikap konsumen yang diikuti oleh niat beli secara online, Heijden et al (2003) menyatakan bahwa untuk memahami niat beli online dapat dipahami melalui dua sudut pandang, yaitu: (1) teknologi, dan (2) kepercayaan. Aliran ini dialami jika mereka melakukan sebuah aktivitas dengan penuh ketrampilan, tetapi tanpa usaha dan hanya sedikit, atau bahkan tanpa pikiran. Halaman internet seharusnya menyediakan informasi yang tidak terlalu banyak, tetapi juga tidak terlalu sedikit dan mudah dijelajahi oleh konsumen (Kardes, 2002). Niat konsumen untuk melakukan belanja online dihubungkan secara positif dengan sikap terhadap pembelian melalui internet. Hal ini sangat mempengaruhi pengambilan keputusan konsumen dalam belanja online
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