Analysis of Factors Influencing Impulse Buying of Shopee Users Using Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) Methods

Abstract

Technological advances have an impact on the presence of various innovations, especially in the e-commerce sector in Indonesia. This innovation is present as one of the solutions to problems in the trade sector with the presence of the Shopee application which carries online shopping services that can be accessed by consumers online. However, there are still consumers who admit to being disappointed when using the Shopee application, this indicates that there is a complexity that prevents consumers from making impulsive purchases using the Shopee application. Therefore, the purpose of this study is to examine what factors influence impulse buying by Shopee users. The Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) methods are used to achieve research objectives. This study uses a quantitative approach with a non-probability sampling technique of the purposive sampling type in determining the research sample, namely active users of the Shopee application aged 17 to 36 years. A total of 461 valid respondent data were obtained to be analyzed using SmartPLS 3 software with the partial least squares - structural equation modeling (PLS-SEM) statistical method. Based on the results of the analysis, 8 hypotheses were accepted and 1 hypothesis was rejected from a total of 9 hypotheses submitted. Where perceived usefulness, attitude towards behaviors, and subjective norms have a direct influence on intention impulse buying. In addition, intention impulse buying is also indirectly influenced by trust and price value.