Consumers’ behavior analysis of vegetable e-commerce using the Technology Acceptance Model (TAM) approach in Jabodetabek

¹ School of Business, IPB University, Bogor 16151, Indonesia
² Universitas Islam Negeri Walisongo Semarang, Semarang 50185, Indonesia
³ National Research and Innovation, Jakarta Selatan, DKI Jakarta 12710, Indonesia

^* Corresponding author: atikadyah@walisongo.ac.id

Abstract

Vegetable e-commerce is a vegetable shopping tool that provides convenience and comfort, especially during the COVID-19 pandemic. People do not need to leave their homes to meet their needs so they can avoid exposure to the Covid-19 virus. This study aims to determine the behavior of using e-commerce vegetables in Jabodetabek through perceived ease of use, perceived usefulness, and attitudes, formulate managerial implications and marketing strategies to increase consumers repurchase intentions. This study uses the Technology Acceptance Model (TAM) approach and the Structural Equation Modeling (SEM) test with LISREL. The results showed that perceived usefulness and attitude were significantly influenced by perceived ease of use; perceived benefits have no significant effect on repurchase intention, but perceived benefits have a significant effect on attitudes; and consumers' intention to make repeat purchases are directly influenced by attitudes. The managerial implication that vegetable entrepreneurs can do is to continue implementing strategies that can increase positive attitudes toward consumers so that vegetable e-commerce is easier to use and provides benefits according to consumer expectations. The 4C approach (co-creation, currency, communal activation, and conversation) can be applied to develop positive consumer attitudes.