NIAT ADOPSI TEKNOLOGI ONLINE GROCERY SHOPPING: EKSTENSI TECHNOLOGY ACCEPTANCE MODEL
DOI:
https://doi.org/10.26593/jrsi.v11i1.5204.93-100Kata Kunci:
adopsi teknologi, kompatibilitas, pengaruh sosial, risiko, TAMAbstrak
Penelitian ini bertujuan untuk mengkaji faktor yang memengaruhi niat konsumen dalam mengadopsi layanan Online Grocery Shopping (OGS). OGS adalah layanan yang disediakan oleh toserba yang memungkinkan konsumen berbelanja kebutuhan sehari-hari secara daring melalui situs web. Meski layanan OGS menjanjikan banyak manfaat, tingkat penggunaannya masih belum memuaskan. Pengembangan model penelitian dilakukan dengan mengaplikasikan Technology Acceptance Model (TAM) yang diekstensi dengan kompatibilitas, visibilitas, pengaruh sosial, dan risiko. Model penelitian diuji pada konsumen sebuah toserba yang telah memiliki layanan OGS namun kesulitan mencapai target jumlah penggunanya. Pengumpulan data dilakukan dengan metode survei menggunakan kuesioner daring. 108 data digunakan untuk menguji model pengukuran dan model struktural berdasarkan metode PLS-SEM. Penelitian ini menemukan bahwa niat adopsi layanan OGS secara signifikan dipengaruhi oleh persepsi kemanfaatan dan persepsi kemudahan pakai. Berdasarkan analisis pengaruh total ditemukan bahwa niat adopsi dipengaruhi oleh kompatibilitas, persepsi kemanfaatan, persepsi kemudahan pakai, pengaruh sosial dan persepsi risiko. Penelitian ini juga merumuskan sejumlah rekomendasi bagi pengelola toserba untuk dapat meningkatkan jumlah konsumen yang mau menggunakan layanan OGS.
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