Determinants of Consumer Intention to Purchase Via E-Commerce Platforms: A Quantitative Perspective

Abid Datul Mukhoyaroh; Nurul Lailiyah; Suspahariati Suspahariati

doi:10.18535/ijsrm/v13i07.em06

Abstract

This study investigates the determinants of consumer intention to purchase via e-commerce platforms, focusing on perceived usefulness (PU), perceived ease of use (PEOU), and trust (TR). Using a quantitative approach, data were collected from 100 Indonesian e-commerce users through a structured online questionnaire. Pearson correlation and multiple linear regression analyses were employed to examine the relationships among the variables. The results reveal that PU, PEOU, and TR do not significantly influence consumer intention in this context. These findings contrast with earlier studies that emphasized the importance of these variables, suggesting that Indonesian consumers may have reached a level of digital maturity where traditional Technology Acceptance Model (TAM) factors are no longer strong predictors. The study highlights the need to consider newer influencing factors such as user experience, social influence, and platform engagement in modern e-commerce behavior. Implications for theory and practice are discussed.

Keywords

Consumer IntentionE-CommerceTrustTechnology Acceptance Model

References

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008DOI ↗Google Scholar ↗
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519DOI ↗Google Scholar ↗
Jurriëns, E., & Tapsell, R. (2017). Challenges and opportunities of the digital ‘revolution’ in Indonesia. In E. Jurriëns (Ed.), Digital Indonesia: Connectivity and divergence (pp. 1–18). ISEAS Publishing. https://doi.org/10.1355/9789814786003-007DOI ↗Google Scholar ↗
Kartomo, T. (2024). The role of social media in building consumer trust in product. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 2(2), 8–17. https://doi.org/10.56457/kompartemen.v2i2.641DOI ↗Google Scholar ↗
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in Psychology, 11, Article 890. https://doi.org/10.3389/fpsyg.2020.00890DOI ↗Google Scholar ↗
Li, J., Wang, Y., & Zhang, H. (2021). Rethinking consumer intention in online shopping: The role of experience and social influence. Electronic Commerce Research and Applications, 49, 101090. https://doi.org/10.1016/j.elerap.2021.101090DOI ↗Google Scholar ↗
Paun, C., Ivascu, C., Olteteanu, A., & Dantis, D. (2024). The main drivers of e-commerce adoption: A global panel data analysis. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2198–2217. https://doi.org/10.3390/jtaer19030107DOI ↗Google Scholar ↗
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.Google Scholar ↗
Saleh, Z. I., Saleh, O. Z., & Saleh, O. Z. (2020). Technology acceptance model based on needs, social influence and recognized benefits. In 2020 International Conference on Innovation and Intelligence for Informatics, Computing and Technologies (3ICT) (pp. 1–6). IEEE. https://doi.org/10.1109/3ICT51146.2020.9311961DOI ↗Google Scholar ↗
Statista. (2023). Retail e-commerce sales worldwide from 2014 to 2026. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/Google Scholar ↗
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2021). Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention. Australasian Marketing Journal, 29(2), 187–197. https://doi.org/10.1016/j.ausmj.2020.01.002DOI ↗Google Scholar ↗

[refR-1] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008DOI ↗Google Scholar ↗

[refR-2] Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519DOI ↗Google Scholar ↗

[refR-3] Jurriëns, E., & Tapsell, R. (2017). Challenges and opportunities of the digital ‘revolution’ in Indonesia. In E. Jurriëns (Ed.), Digital Indonesia: Connectivity and divergence (pp. 1–18). ISEAS Publishing. https://doi.org/10.1355/9789814786003-007DOI ↗Google Scholar ↗

[refR-4] Kartomo, T. (2024). The role of social media in building consumer trust in product. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 2(2), 8–17. https://doi.org/10.56457/kompartemen.v2i2.641DOI ↗Google Scholar ↗

[refR-5] Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in Psychology, 11, Article 890. https://doi.org/10.3389/fpsyg.2020.00890DOI ↗Google Scholar ↗

[refR-6] Li, J., Wang, Y., & Zhang, H. (2021). Rethinking consumer intention in online shopping: The role of experience and social influence. Electronic Commerce Research and Applications, 49, 101090. https://doi.org/10.1016/j.elerap.2021.101090DOI ↗Google Scholar ↗

[refR-7] Paun, C., Ivascu, C., Olteteanu, A., & Dantis, D. (2024). The main drivers of e-commerce adoption: A global panel data analysis. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2198–2217. https://doi.org/10.3390/jtaer19030107DOI ↗Google Scholar ↗

[refR-8] Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.Google Scholar ↗

[refR-9] Saleh, Z. I., Saleh, O. Z., & Saleh, O. Z. (2020). Technology acceptance model based on needs, social influence and recognized benefits. In 2020 International Conference on Innovation and Intelligence for Informatics, Computing and Technologies (3ICT) (pp. 1–6). IEEE. https://doi.org/10.1109/3ICT51146.2020.9311961DOI ↗Google Scholar ↗

[refR-10] Statista. (2023). Retail e-commerce sales worldwide from 2014 to 2026. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/Google Scholar ↗

[refR-11] Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2021). Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention. Australasian Marketing Journal, 29(2), 187–197. https://doi.org/10.1016/j.ausmj.2020.01.002DOI ↗Google Scholar ↗