CONSUMER ACCEPTANCE OF TRUSTWORTHY E COMMERCE: AN EXTENSION OF TECHNOLOGY ACCEPTANCE MODEL.

Author:Nasution, Muhammad Dharma Tuah Putra
 
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INTRODUCTION

Information technology is growing especially in electronic transactions that are accessed via the internet. According to data published by Internet World Stats (2017), internet service users in Indonesia has reached the number of 132.7 million people and ranked fifth as country internet users in the world. This case indicates that there has been a change in community interaction that includes business, economic, social and cultural interactions. The development of the internet that has been more advanced has made the Internet as a medium in transactions. It is marked by the emergence of online transactions that have become a necessity for Internet users and business people.

One of the apparent forms we know from e-commerce is the hotel booking service provider that is called Booking.com. Booking activities can be done unlimited by using the available applications. A person who is located in one of the countries can make an easy booking of hotels, tickets and other facilities in other countries.

A model to measure consumer or user perceptions of the benefits and ease of use of a technology known as Technology Acceptance Model (TAM). According to Davis et al. (1989), the Technology Acceptance Model can find out how users adopt new information systems in business activity. In this case, the role of technology users is determined by two perceptions, namely Perceived Usefulness and Perceived Ease of Use. Perceived Usefulness has a direct impact on the purpose of adopting the technology, while Perceived Ease of Use has a direct or indirect impact on the purpose of adoption through Perceived Usefulness (Davis, 1989).

Consumers who use online transaction services on e-commerce have different perceptions, especially those related to trust and risk levels. Research by Benedicktus & Andrews (2006) reveals that in order to gain consumer trust, e-commerce companies are needed to maintain the company's reputation. Companies that can be trusted by consumers will encourage consumer desires to transact on the company's services. Previous research states that the important factors that companies need to build relationships with consumers are trust factors (Hart & Johnson, 1999)

Thus, trust can influence consumers' attitudes and behavioral interests to transact on ecommerce services. Other scholars also state that trust is a function of a level of risk in the context of an electronic transaction (Yousafzai et al., 2003). Factors that shape consumer confidence to use transaction services on e-commerce include information accuracy, security, and privacy. In this condition, it becomes the basis for consumers that transaction services on ecommerce as a reliable media.

In the present study, the authors attempt to develop the concept of Technology Acceptance Model TAM. included Trustworthy variable as antecedents of Attitude Toward Using (ATU) in online transactions on the Booking.com website. Based on the exposure mentioned above, the authors propose a topic entitled Consumer Acceptance of Trustworthy E-Commerce: An Extension of Technology Acceptance Model.

LITERATURE REVIEW

Technology Acceptance Model (TAM)

Technology Acceptance Model (TAM) is adopted from the TRA (Theory of Reasoned Action) model. Theory of Reasoned Actionis a theory of action grounded in one premise that one's reactions and perceptions of one thing will determine the person's attitude and behavior (Ajzen & Fishbein, 1980). Reactions and perceptions of users of Information Technology will affect his attitude in acceptance of the technology. TAM, developed from psychological theory, explains the behavior of computer users that is based on belief, attitude, intention, and user behavior relationship (Venkatesh & Davis, 2000).

The purpose of this model is to explain the main factors of user behavior in the acceptance of technology users. In more detail explain the acceptance of Information Technology with specific dimensions that may affect the user to receive Technology. Technology Acceptance Model (TAM) developed by Davis, (1989) assumes that one's acceptance of information technology is influenced by two primary variables: Perceived Ease of Use (PEOU) and Perceived Usefulness (PU). Attitude Toward Using in TAM is conceptualized as attitudes toward the use of systems in the form of acceptance or rejection as an impact when a person uses technology in its activities. Behavioral Intention to Use is the tendency of individual behavior to keep using a technology (Davis, 1989).

Perceived Ease of Use

The convenience factor is the degree to which one believes that the use of information systems is easy and requires no endeavor from the wearer to do so (Adams et al., 1992). It means there is individual trust that the technology is easy to use (Jarvenpaa et al., 2000). Indications that technology is easy to use can be seen from the intensity of use and interaction between users with technology systems (Gefen & Straub, 2004). The more frequently used systems show that the system is better known and more accessible for users to operate. This Perceived Ease of Use (PEOU) construct is confidence in determining one's attitude to receiving new information technology (Venkatesh & Davis, 2000). Ease of Use will streamline one's time and energy to learn a system. Users believe that information technology is more flexible, easy to understand, and easy to operate a characteristic of Ease of Use (Adams et al., 1992).

Davis (1989) provides indicators of Ease of Use of information technology, among others: (1) The system is easier to learn; (2) The system can do easily what the user wants; (3) User skills will increase by using the system; (4) The system is easier to operate. Perceived Ease of Use (PEOU) influences individual attitudes toward the use of technology. The increase in Perceived Ease of Use instrumental influences the increase of Perceived Usefulness (PU) This is because an easy-to-use system does not take long to be learned so that individuals have the opportunity to work on something that is related to performance effectiveness (Lam et al., 2007). Perceived Ease of Use (PEOU) also affects Perceived Usefulness means a system related to the productivity and effectiveness of a system of usability in the overall task to improve the performance of a person using the system (Adams et al., 1992).

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