Abstract
<p><em>Personal perception as a fundamental factor on consumer buying behaviour especially on online shopping, triggered by internet access all over the world. In Indonesia personality aspect becomes a key factor regarding new technology adoption. Big internet user not yet automatically increased the use of e-commerce. Indonesia has big potential market for e-commerce. Unfortunately, the e-commerce user in Indonesia is still 12% from total internet user in Indonesia. It is very important to find factors i.e. Trust (T) and Habit (H), which affects the use behaviour of e-commerce. This study aims to find out the perfect model that fits the use behaviour of e-commerce in Indonesia. In this study,we conduct literature review and primary data survey. Statistical result is analysed using war Partial Least Square (PLS) with 547 respondents from 4 e-commerce providers user. We found that T (Trust) and H (Habit) have positive influence on Behaviour Intention (BI), BI positive influence on Use Behaviour (UB) e-commerce. Based on the results, we build a fit model and validate the data regarding e-commerce user behaviour. The fit model is expected to guide provider to find the key success factor in e-commerce business in Indonesia and are expected to become an innovation and important factors as an academic contribution. Based on these results we recommend operator to build good perception regarding Habit (H) and Trust (T).</em><em> </em></p><strong><em>Keywords</em></strong><em>: Habit; Trust<strong>, </strong>Behavior Intention, Use Behavior</em>
Highlights
Indonesia has potential market for e-commerce business with a huge potential revenue
We know that ecommerce contains an online transaction, by literature review we found new several variables that meet with the use behavior of e-commerce user in Indonesia
The result of statistical that was calculated found that H and T are positively significant to influence on Behavior Intention (BI) and BI is positively significant to influence on Use Behavior (UB)
Summary
Indonesia has potential market for e-commerce business with a huge potential revenue. Indonesia takes rank 2 (two) in internet users in Asia and ranked sixth from all over the world (123 million) (eMarketer, 2015). The potential revenue is still loss because the number of e-commerce user only takes about 12% from the total internet user (AT Kearney, 2015). This shows a strong indication that acceptance and use of e-commerce are still problems. Effect from this condition makes a potential in lost revenue for business e-commerce in Indonesia up to US$ 30 Billion Effect from this condition makes a potential in lost revenue for business e-commerce in Indonesia up to US$ 30 Billion (A.T. Kearney, 2015)
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