The UTAUT2 to Explains How Tiktok Shop Application Affects Consumers' Behavior


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

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