CLASSIFYING INDONESIAN CONSUMERS’ INTENTION TO UTILIZE LIVE E-COMMERCE SHOPPING USING THE EXTENDED UTAUT2 MODEL

Abstract

In recent years, live e-commerce has expanded significantly, but research on customer psychological motivation to adopt this new technology remains restricted. To fill the research gap, this research aims to explain the adoption of live e-commerce shopping in Indonesia by using the extended UTAUT2 model and to give recommendations on strategies that are effective in supporting the adoption of livestream shopping for e-commerce platforms and retail stores. Partial Least Square (PLS) Structural Equation Modelling (SEM) is used to analyze the data of 302 valid respondents. The questionnaire was collected from six cities in Indonesia namely DKI Jakarta, Bogor, Depok, Tangerang, Bekasi, and Bandung using online questionnaire. Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model is applied with nine independent variables Performance Expectancy (PE), Effort Expectancy (EE), Social influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM), Price Value (PV), Habit (HA), and Trust (TR). These variables will be tested to Behavioral Intention (BI) and Use Behavior (UB). Performance Expectancy (PE), Habit (HA), and Trust (TR) are the significant factors of behavioral intention. While, Facilitating Conditions (FC), Habis (HA), and Trust (TR) are significantly related to Use Behavior (UB). Furthermore, this study gives Live E-Commerce Platform and Salesperson an effective strategy to activate consumers’ adoption of live-streaming shopping.