Analisis Penggabungan Model Penerimaan Teknolog (Technology Acceptance Model) dengan Teori Kegunaan dan Gratifikasi (Uses and Gratifications Theory) terhadap Niat Membeli Produk secara Online
Technology Acceptance Model (TAM) is a model developed to analyze the factors that influence the acceptance of the use of computer technology. The purpose of this study was to develop and test a theoretical model of the effects of intrinsic and extrinsic motivation on user acceptance of online purch...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| Summary: | Technology Acceptance Model (TAM) is a model developed to analyze the factors that influence the acceptance of the use of computer technology. The purpose of this study was to develop and test a theoretical model of the effects of intrinsic and extrinsic motivation on user acceptance of online purchasing. This research integrates the technology acceptance model (TAM) and uses and gratifications theory to create an integrated model that can predict both the use and satisfaction of online purchases. Technology acceptance model using perceived enjoyment variable. Data were analyzed using the Structural Equation Model (SEM) with Partial Least Square (PLS). This study uses 117 respondents who have experience in online purchases. The results of the Partial Least Squares (PLS) support the proposed research model, but the variable perceived usefulness and perceived ease of use variables did not significantly influence the attitude of using an online purchase, the perceived enjoyment that developed into technology acceptance model has a significant effect on the ease of perceived usage and attitudes towards using online purchasing, while others supported the hypothesis. |
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