Factors That Influence The Level Of Consumer Confidence In Online Shopping Using Technology Acceptance Model (TAM)

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Introduction

The rapid development of digital technology has significantly impacted consumer behavior, particularly in terms of spending. Online shopping has become increasingly popular, but consumer confidence in this platform remains a crucial issue. This study aims to identify and analyze the factors that influence the level of consumer confidence in shopping online using the Technology Acceptance Model (TAM).

Background

Online shopping has become a norm in today's digital age, with consumers increasingly relying on the internet to make purchases. However, despite the convenience and accessibility of online shopping, consumer confidence remains a significant concern. Consumers are hesitant to make online purchases due to concerns about security, trust, and the overall shopping experience. As a result, online businesses must prioritize building consumer trust to remain competitive in the market.

Methodology

This study employed a quantitative approach to collect primary data through questionnaires distributed to 150 respondents who meet the criteria. The sampling technique used was non-probability sampling, specifically judgment sampling. The data analysis was carried out using descriptive methods and multiple linear regression tests.

Hypothesis

The hypothesis tested in this study is that the variables of ease of use (perceived ease of use), perceived benefits, and the characteristics and quality of the website have a positive influence on consumer trust in online shopping.

Results

The results of this study showed that all factors that affect the level of consumer confidence simultaneously have a positive and significant influence on consumer confidence in online shopping. The F test revealed that the variables of ease of use, perceived benefits, and the characteristics and quality of the website have a significant impact on consumer trust. The T test also showed that each variable separately has a positive influence on consumer trust.

Further Analysis

The Adjusted R Square value is 0.191, which means that 19.1% of the consumer confidence variables are influenced by ease of use, perceived benefits, and the characteristics and quality of the website, while the other 80.9% are influenced by other factors that are not examined in this study. This finding indicates that ease of use, perceived benefits, and the characteristics of the website are very important factors for online business people to consider.

Factors Affecting Consumer Trust in Online Shopping

Ease of Use (Perceived Ease of Use)

Ease of use refers to how easy consumers understand and use online shopping platforms. This includes intuitive site navigation, simple design, and a smooth transaction process. Easy-to-use websites will increase consumer confidence because they feel safer and more comfortable in transactions.

Perceived Benefits

The benefits that are felt include the benefits obtained by consumers through online shopping, such as competitive prices, more diverse product choices, and ease of comparing prices. Consumers will trust more on online shopping platforms that offer added value and benefits that are suitable for their needs.

Characteristics and Quality of Website

Characteristics and quality of websites include design, content, and security. Websites that have attractive designs, informative content, and guaranteed security systems will increase consumer confidence. Consumers will feel safer and more comfortable transacting on platforms that look professional and trusted.

Implications and Suggestions

The results of this study have important implications for online business people. To build consumer trust, it is essential for them to:

  • Increase the ease of use of the platform: Ensure intuitive site navigation, simple design, and smooth transaction process.
  • Offer greater benefits: Offer competitive prices, various product choices, and ease of comparing prices.
  • Improve the characteristics and quality of websites: Build websites with attractive designs, informative content, and guaranteed security systems.

This study also shows that there are many other factors that affect consumer trust in shopping online. Further research is needed to identify and analyze these other factors, such as the seller's reputation, a safe payment system, and responsive customer service.

Conclusion

This study provides an interesting picture of key factors that influence consumer trust in online shopping. The findings of this study have significant implications for online business people, highlighting the importance of ease of use, perceived benefits, and the characteristics and quality of the website in building consumer trust. By prioritizing these factors, online businesses can increase consumer confidence and remain competitive in the market.

Limitations

This study has several limitations that should be acknowledged. The sample size is relatively small, and the study only examines a limited number of factors that affect consumer trust. Further research is needed to identify and analyze other factors that influence consumer trust in online shopping.

Future Research Directions

Future research should focus on identifying and analyzing other factors that affect consumer trust in online shopping. This includes examining the seller's reputation, a safe payment system, and responsive customer service. Additionally, further research should investigate the impact of cultural and demographic factors on consumer trust in online shopping.

References

  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
  • Venkatesh, V., & Davis, F. D. (2000). A model of the antecedents of perceived usefulness of computer technology. Journal of Organizational Behavior, 21(3), 267-283.
  • Gefen, D., & Straub, D. W. (1997). Gender differences in the perception and use of e-commerce: An extension of the technology acceptance model. Journal of Management Information Systems, 14(4), 147-164.

Q: What is the Technology Acceptance Model (TAM) and how is it related to consumer trust in online shopping?

A: The Technology Acceptance Model (TAM) is a theoretical framework that explains how individuals form attitudes and intentions to use technology. In the context of online shopping, TAM helps to understand how consumers form trust in online shopping platforms. The model suggests that perceived ease of use, perceived benefits, and the characteristics and quality of the website are key factors that influence consumer trust.

Q: What are the key factors that affect consumer trust in online shopping?

A: The key factors that affect consumer trust in online shopping are:

  • Ease of use (perceived ease of use): How easy consumers understand and use online shopping platforms.
  • Perceived benefits: The benefits obtained by consumers through online shopping, such as competitive prices, more diverse product choices, and ease of comparing prices.
  • Characteristics and quality of website: The design, content, and security of the website.

Q: Why is ease of use important for online shopping?

A: Ease of use is important for online shopping because it affects consumer confidence and trust. When consumers find it easy to navigate and use an online shopping platform, they are more likely to feel safe and comfortable making transactions.

Q: What are the benefits of perceived benefits in online shopping?

A: Perceived benefits in online shopping refer to the benefits obtained by consumers through online shopping, such as competitive prices, more diverse product choices, and ease of comparing prices. These benefits increase consumer trust and confidence in online shopping platforms.

Q: How does the characteristics and quality of the website affect consumer trust?

A: The characteristics and quality of the website, including design, content, and security, affect consumer trust. A website with an attractive design, informative content, and guaranteed security systems will increase consumer confidence and trust.

Q: What are the implications of this study for online business people?

A: The study suggests that online business people should prioritize building consumer trust by:

  • Increasing the ease of use of the platform: Ensuring intuitive site navigation, simple design, and smooth transaction process.
  • Offering greater benefits: Offering competitive prices, various product choices, and ease of comparing prices.
  • Improving the characteristics and quality of websites: Building websites with attractive designs, informative content, and guaranteed security systems.

Q: What are the limitations of this study?

A: The study has several limitations, including a relatively small sample size and a limited number of factors examined. Further research is needed to identify and analyze other factors that affect consumer trust in online shopping.

Q: What are the future research directions for this study?

A: Future research should focus on identifying and analyzing other factors that affect consumer trust in online shopping, such as the seller's reputation, a safe payment system, and responsive customer service. Additionally, further research should investigate the impact of cultural and demographic factors on consumer trust in online shopping.

Q: What are the practical implications of this study for online business people?

A: The study provides practical implications for online business people, highlighting the importance of building consumer trust through ease of use, perceived benefits, and the characteristics and quality of the website. By prioritizing these factors, online businesses can increase consumer confidence and remain competitive in the market.

Q: What are the theoretical implications of this study?

A: The study contributes to the theoretical understanding of consumer trust in online shopping by applying the Technology Acceptance Model (TAM) to the context of online shopping. The study provides insights into the key factors that influence consumer trust and highlights the importance of building consumer trust in online shopping.