Published date: Jul 18 2023

Journal Title: KnE Social Sciences

Issue title: Transdisciplinary Symposium on Business, Economics, and Communication (TSBEC 2022)

Pages: 493–508

DOI: 10.18502/kss.v8i12.13698

Riki Apriantorikiaprianto2104@gmail.comDepartment of Management, Universitas Dian Nusantara, Jakarta, Indonesia

Nur Endah Retno WuryandariDepartment of Management, Universitas Dian Nusantara, Jakarta, Indonesia

Rahmat Ilahi .Department of Management, Universitas Dian Nusantara, Jakarta, Indonesia

This study aims to determine the effect of m-commerce adoption on consumer buying interest in TikTok Shop application users in Indonesia. The trend of trading through mobile applications has made several social commerce companies take advantage of this very lucrative market opportunity. TikTok Shop is one of the social commerce platforms that is currently growing, so there is still little research that analyzes consumer buying interest in the TikTok Shop application. To achieve the objectives of this study, the author uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) approach model by using the variables of performance expectancy, effort expectancy, social influence, and price value as independent variables, on the variable intention to buy as the dependent variable mediated by perceived trust as an intervening variable. The research survey was conducted on 200 respondents (Hair et al. Theory) who have made transactions on the TikTok Shop application. The research method used is a quantitative method with a purposive sampling technique. The analysis technique uses PLS-SEM. The results showed that performance expectancy positively affected the intention to buy, but had no effect on perceived trust. Meanwhile, effort expectancy, social influence, and price value did not affect the intention to buy but had a positive effect on perceived trust. In addition, Perceived trust had no significant effect as a connecting variable between performance expectancy, effort expectancy, social influence, and price value on intention to buy.

Keywords: technology commerce, M-commerce adoption, intention to buy, UTAUT2, TikTok shop

[1] DailySocial id. Startup report 2021 [Internet]. DailySocial; 2022. Available from: https://dailysocial.id/report/post/startup-report-2018

[2] Annur CM. Jumlah Pengguna Internet di Indonesia (2018-2022). Katadata.co.id; 2022 (Accessed on: Aug. 25, 2022).

[3] Ma J, Yu S. The future development of E-commerce in Tiktok. In 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021). Atlantis Press; October 2021. p. 241-246. https://doi.org/10.2991/assehr.k.211020.160

[4] Robinson F. YouGov’s best buzz rankings in Indonesia for the third year running. YouGov BrandIndex; 2022. (Accessed on: Aug. 12, 2022).

[5] Harrigan M, Feddema K, Wang S, Harrigan P, Diot E. How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour. 2021;20(5):1297-1312.

[6] Alotaibi TS, Alkhathlan AA, Alzeer SS. Instagram shopping in Saudi Arabia: What influences consumer trust and purchase decisions? International Journal of Advanced Computer Science and Applications. 2019;10(11):605-613. https://doi.org/10.14569/IJACSA.2019.0101181

[7] Singh A, Alryalat MAA, Alzubi JA, Sarma HK. Understanding jordanian consumers’ online purchase intentions: Integrating trust to the UTAUT2 framework. International Journal of Applied Engineering Research. 2017;12(20):10258-10268.

[8] Wai K, Dastane DO, Johari Z, Ismail NB. Perceived risk factors affecting consumers’ online shopping behaviour. The Journal of Asian Finance, Economics and Business. 2019;6(4):246-260. https://doi.org/10.13106/jafeb.2019.vol6.no4.249

[9] Kim D, Ammeter AP. Shifts in online consumer behavior: A preliminary investigation of the net generation. Journal of Theoretical and Applied Electronic Commerce Research. 2018;13(1):1-25. https://doi.org/10.4067/S0718-18762018000100102

[10] Koch J, Frommeyer B, Schewe G. Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability. 2020;12(24):10247. https://doi.org/10.3390/su122410247

[11] Bahaddad AA. The traditional influence on increasing acceptance of commercial smartphone applications in specific regions of the Arabic World. Complexity. 2021;2021:1-16. https://doi.org/10.1155/2021/4336772

[12] Du S, Li H. The knowledge mapping of mobile commerce research: A visual analysis based on I-Model. Sustainability. 2019;11(6):1580. https://doi.org/10.3390/su11061580

[13] O’Connor F. 8 mobile commerce trends that will dominate through 2022 and beyond. edesk.com; 2022. (Accessed on: Jun. 25, 2022).

[14] Ammenwerth E. Technology acceptance models in health informatics: TAM and UTAUT. Studies in Health Technology and Informatics. 2019;263:64-71. https://doi.org/10.3233/SHTI190111

[15] Venkatesh V. Adoption and use of AI tools: A research agenda grounded in UTAUT. Annals of Operations Research. 2022:1-12. https://doi.org/10.1007/s10479- 020-03918-9

[16] Tamilmani K, Rana NP, Dwivedi YK. Consumer acceptance and use of information technology: A meta-analytic evaluation of UTAUT2. Information Systems Frontiers. 2021;23:987-1005. https://doi.org/10.1007/s10796-020-10007-6

[17] Lutfiana D, Wuryandari NER. Conceptual green development in organic product: A consumer behavior approach. Dinasti International Journal of Management Science. 2020;1(5):740-749. https://doi.org/10.31933/DIJMS

[18] Alharbi S. An empirical investigation on the impact of trust mediated determinants and moderating factors on the adoption of cloud computing. International Journal of Information Technology and Computer Science. 2017;9(11):12-22. https://doi.org/10.5815/ijitcs.2017.11.02

[19] Min SR, Lee SM. A study on the behavior of the user according to the distribution development of online travel agency. Journal of Distribution Science. 2020;18(6):25- 35. https://doi.org/10.15722/jds.18.6.202006.25

[20] Adiratna HD, Wulansari A. Factors influencing purchase intention of elancing using UTAUT Model: A case study of Mahajasa. Malaysian Journal of Social Sciences and Humanities (MJSSH). 2021;6(9):590-602. https://doi.org/10.47405/mjssh.v6i9.1056

[21] Amjad-ur-Rehman M, Qayyum A, Javed B. The role of online shopping service quality in e-retailing towards online shopping intention: Testing the moderation mechanism in UTAUT. Pakistan Journal of Commerce and Social Sciences (PJCSS). 2019;13(3):680-703.

[22] Wang MY, Zhang PZ, Zhou CY, Lai NY. Effect of emotion, expectation, and privacy on purchase intention in WeChat health product consumption: The mediating role of trust. International Journal of Environmental Research and Public Health. 2019;16(20):3861. https://doi.org/10.3390/ijerph16203861

[23] Ng M, Law M, Zhang S. Predicting purchase intention of electric vehicles in Hong Kong. Australasian Marketing Journal (AMJ). 2018;26(3):272-280. https://doi.org/10.1016/j.ausmj.2018.05.015

[24] Chae H, Kim S, Lee J, Park K. Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research. 2020;120:398-406. https://doi.org/10.1016/j.jbusres.2019.11.040

[25] Hajli N, Wang Y, Tajvidi M, Hajli MS. People, technologies, and organizations interactions in a social commerce era. IEEE Transactions on Engineering Management. 2017;64(4):594-604. https://doi.org/10.1109/TEM.2017.2711042

[26] Sharma S, Menard P, Mutchler LA. Who to trust? Applying trust to social commerce. Journal of Computer Information Systems. 2019;59(1):32-42. https://doi.org/10.1080/08874417.2017.1289356

[27] Hair JFJ, Black WC, Babin BJ, Anderson RE. Multivariate data analysis Upper Saddle River: Pearson Prentice Hall; 2010.

[28] Latan H, Ghozali I. Partial Least Squares Konsep, Teknik dan Aplikasi SmartPLS 2.0 M3: Untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro; 2012.

[29] Hair JFJ, Black WC, Babin BJ, Anderson RE, Tatham RL. Multivariate data analysis. 5th ed. Uppersaddle River, NJ: Pearson Prentice Hall; 2006