Analysis of E-Marketplace Use in East Java’s MSMEs Using the Technology Acceptance Model Approach

Rurid Dwi Anggraeny; Imam Baihaqi

Article Details

Analysis of E-Marketplace Use in East Java’s MSMEs Using the Technology Acceptance Model Approach

Authors:

Rurid Dwi Anggraeny | Imam Baihaqi

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.5 Issue 5, pp.707-727

Document Type:

Article

Publication Date:

3/2021

Document Language:

English

Document ID (Org No.):

2001518758

pISSN:

2518-668X

Keywords:

Abstract:

 The e-commerce industry has the potential to be one of the drivers of the domestic economy. One of the impacts of the advancement of e-commerce is the emergence of many online-based marketplaces or so-called e-marketplaces. However, a lot of these online marketplaces sell 90% imported products. In addition, the outbreak of Covid-19 in Indonesia has prompted the government to establish several policies that have significantly reduced MSME performance by up to 70-100%. This study aimed to provide an empirical analysis of the influence of factors based on the Technology of Acceptance Model (TAM) approach, namely e-marketplace self-efficacy, complexity, perceived usefulness, perceived ease of use, attitude towards using, behavioral intention to use, and actual technology use in e-marketplaces. The sample consisted of MSMEs in East Java, especially those engaged in the food and beverage industry sector with ready-to-eat processed food products whose business activities use the Shopee e-marketplace application platform. This is an online shopping marketplace focused on mobile platforms. There were 150 respondents. The Structural Equation Model (SEM) was used. E-marketplace self-efficacy, complexity, perceived usefulness, perceived ease of use, attitude towards using, behavioral intention to use, and actual technology use in e-marketplaces all had positive effects on each other. This showed that a system that offers convenience will improve behavior, habits, and performance for MSMEs in using e-marketplace activities. The theoretical and methodological implications and opportunities for further research are discussed.

Article Details

Analysis of E-Marketplace Use in East Java’s MSMEs Using the Technology Acceptance Model Approach

Authors:

Rurid Dwi Anggraeny | Imam Baihaqi

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.5 Issue 5, pp.707-727

Document Type:

Article

Publication Date:

3/2021

Document Language:

English

Document ID (Org No.):

2001518758

pISSN:

2518-668X

MSMEs

e-marketplace

technology acceptance model

Issues

Article Details

Analysis of E-Marketplace Use in East Java’s MSMEs Using the Technology Acceptance Model Approach

Authors: Rurid Dwi Anggraeny | Imam Baihaqi

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.5 Issue 5, pp.707-727

Document Type: Article

Publication Date: 3/2021

Document Language: English

Document ID (Org No.): 2001518758

pISSN: 2518-668X

MSMEs

e-marketplace

technology acceptance model

Issues

Authors:

Rurid Dwi Anggraeny | Imam Baihaqi

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.5 Issue 5, pp.707-727

Document Type:

Article

Publication Date:

3/2021

Document Language:

English

Document ID (Org No.):

2001518758

pISSN:

2518-668X