Exploring the Impact of Optimism and Innovativeness on Consumer Purchase Intentions: The Mediating Role of Perceived Usefulness and Ease of Use in Live Commerce
DOI:
https://doi.org/10.61194/ijjm.v6i3.1383Keywords:
Innovativeness, Intentions to Purchase, Optimism, Perceived Ease of Use, Perceived UsefulnessAbstract
This study aims to investigate the impact of Optimism and Innovativeness on Purchase Intention through the mediating roles of Perceived Usefulness and Perceived Ease of Use in the context of live commerce. The research type is explanatory method using survey for identifying the existence of relationships and effects among variables. The population of the study consists of 667,489 residents of Banjarmasin City, and the sampling is conducted using purposive sampling with a minimum sample size of 138 respondents who have made online purchases through live commerce platforms. Data was collected using questionnaires and analyzed using Partial Least Squares (PLS-SEM) techniques. The results indicate that Optimism has a significant impact on Perceived Usefulness, Perceived Ease of Use, and Intention to Purchase. Additionally, Innovativeness also significantly affects Perceived Usefulness and Perceived Ease of Use but does not directly affect Purchase Intention. Furthermore, Perceived Usefulness and Perceived Ease of Use have been porven to mediate the relationship between Optimism and Intention to Purchase, as well as between Innovativeness and purchase intention significantly. This research contributes to the digital marketing field literature, specifically in understanding the factors that influence consumer purchase intention through live commerce platforms. The findings also provide practical implications for e-commerce companies to enhance platform design to be more user-friendly and optimize technology usefulness perceptions to boost consumer purchase intentions.
Downloads
References
Agarwal, R., & Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology. Information Systems Research, 9(2), 204–215. https://doi.org/10.1287/isre.9.2.204
Agarwal, R., & Prasad, J. (1999). Are Individual Differences Germane to the Acceptance of New Information Technologies? Decision Sciences, 30(2), 361–391. https://doi.org/10.1111/j.1540-5915.1999.tb01614.x
Akram, U., Ansari, A. R., ulhaq, I., & Yan, C. (2023). Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103337
Al-Qaysi, N., Mohamad-Nordin, N., & Al-Emran, M. (2020). Employing the technology acceptance model in social media: A systematic review. Education and Information Technologies, 25(6), 4961–5002. https://doi.org/10.1007/s10639-020-10197-1
Anwar, A., Thongpapanl, N., & Ashraf, A. R. (2021). Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage. Journal of Strategic Marketing, 29(8), 722–742. https://doi.org/10.1080/0965254X.2020.1786847
Arikunto, S. (2010). Prosedur Penelitian: Suatu Pendekatan Praktik (Edisi 7). Rineka Cipta.
Ayyagari, R., Grover, V., & Purvis, R. (2011). Technostress: Technological Antecedents and Implications. MIS Quarterly, 35(4), 831–858. https://doi.org/10.2307/41409963
Chang, Y. W., & Chen, J. (2021). What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness. Journal of Retailing and Consumer Services, 58(1). https://doi.org/10.1016/j.jretconser.2020.102325
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51–90.
Ghozali, I. (2021). Partial Least Squares: Konsep, Teknik dan Aplikasi untuk Penelitian Empiris (Edisi 3). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Hilal, A., & Varela-Neira, C. (2022). Understanding Consumer Adoption of Mobile Banking: Extending the UTAUT2 Model with Proactive Personality. Sustainability (Switzerland), 14(22), 1–23. https://doi.org/10.3390/su142214708
Hsiao, C. H., Chang, L. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342–355. https://doi.org/10.1016/j.tele.2015.08.014
Humbani, M., & Wiese, M. (2019). An integrated framework for the adoption and continuance intention to use mobile payment apps. International Journal of Bank Marketing, 37(2), 646–664. https://doi.org/10.1108/IJBM-03-2018-0072
Kim, J., He, N., & Miles, I. (2023). Live Commerce Platforms: A New Paradigm for E-Commerce Platform Economy. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 959–975. https://doi.org/10.3390/jtaer18020049
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318–332. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kumar, A., Haldar, P., & Chaturvedi, S. (2024). Factors influencing intention to continue use of e-wallet: mediating role of perceived usefulness. Vilakshan - XIMB Journal of Management. https://doi.org/10.1108/XJM-12-2023-0243
Lee, C. H., Lee, H. N., & Choi, J. Il. (2023). The Influence of Characteristics of Mobile Live Commerce on Purchase Intention. Sustainability (Switzerland), 15(7), 1–13. https://doi.org/10.3390/su15075757
Lin, J. S. C., & Chang, H. C. (2011). The role of technology readiness in self-service technology acceptance. Managing Service Quality, 21(4), 424–444. https://doi.org/10.1108/09604521111146289
Liu, P., Li, M., Dai, D., & Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48. https://doi.org/10.1016/j.elerap.2021.101073
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106–115. https://doi.org/10.1016/j.ijhm.2016.06.007
Parasuraman, A. (2000). Technology Readiness Index (TRI) A Multiple-Item Scale to Measure Readiness to Embrace New Technologies. Journal of Service Research, 2(4), 307–320. https://doi.org/10.1177/109467050024001
Parasuraman, A., & Colby, C. L. (2015). An Updated and Streamlined Technology Readiness Index: TRI 2.0. Journal of Service Research, 18(1), 59–74. https://doi.org/10.1177/1094670514539730
Park, I., Kim, D., Moon, J., Kim, S., Kang, Y., & Bae, S. (2022). Searching for New Technology Acceptance Model under Social Context: Analyzing the Determinants of Acceptance of Intelligent Information Technology in Digital Transformation and Implications for the Requisites of Digital Sustainability. Sustainability (Switzerland), 14(1), 1–29. https://doi.org/10.3390/su14010579
Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Putri, F. E. V. S., & Tiarawati, M. (2021). The Effect of Social Media Influencer and Brand Image on Online Purchase Intention During The Covid-19 Pandemic. Ilomata International Journal of Management, 2(3), 163–171. https://doi.org/10.52728/ijjm.v2i3.261
Rafdinal, W., & Senalasari, W. (2021). Predicting the adoption of mobile payment applications during the COVID-19 pandemic. International Journal of Bank Marketing, 39(6), 984–1002. https://doi.org/10.1108/IJBM-10-2020-0532
Sagnier, C., Loup-Escande, E., Lourdeaux, D., Thouvenin, I., & Valléry, G. (2020). User Acceptance of Virtual Reality: An Extended Technology Acceptance Model. International Journal of Human-Computer Interaction, 36(11), 993–1007. https://doi.org/10.1080/10447318.2019.1708612
Sugiyono. (2015). Metode Penelitian Manajemen (Edisi 4). Alfabeta.
Thatcher, J. B., & Perrewé, P. L. (2002). An Empirical Examination of Individual Traits as Antecedents to Computer Anxiety and Computer Self-Efficacy. MIS Quarterly, 26(4), 381–396. https://doi.org/10.2307/4132314
Vargo, S. L., Akaka, M. A., & Wieland, H. (2020). Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective. Journal of Business Research, 116, 526–534. https://doi.org/10.1016/j.jbusres.2020.01.038
Venkatesh, V., & Davis, F. D. (2000). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2016). Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead. Journal of the Association for Information Systems, 17(5), 328–376.
Wibisono, N., Rafdinal, W., Setiawati, L., & Senalasari, W. (2023). Predicting the Adoption of Virtual Reality Tourism in the Post COVID-19 Pandemic Era. African Journal of Hospitality, Tourism and Leisure, 12(1), 239–256. https://doi.org/10.46222/ajhtl.19770720.365
Wicaksono, T., Syahrani, & Putra, D. S. (2022). Attitude Components Towards Online Purchase Intention. International Journal of Science, Technology & Management, 3(5), 1471–1477. https://doi.org/10.46729/ijstm.v3i5.597
Wicaksono, T., Syahrani, S., & Shahrial Putra, D. (2023). Beliefs and Attitudes of Consumers At Online Merchants In Predicting Purchase Intention. Jurnal Ilmiah Manajemen, 7(2), 153–168. https://doi.org/10.31602/atd.v7i2.10412
Ye, D., Liu, F., Cho, D., & Jia, Z. (2022). Investigating switching intention of e-commerce live streaming users. Heliyon, 8(10). https://doi.org/10.1016/j.heliyon.2022.e11145
Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability (Switzerland), 14(4), 1–19. https://doi.org/10.3390/su14042122
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
