The Influence Of Application Ease Of Use And Perceived Benefits On The Use Of The Tiktok Shop Application Through Consumer Trust
DOI:
https://doi.org/10.29407/146r7r89Abstract
Research aim :
This study examines the influence of perceived ease of use and perceived usefulness on sustainable usage intention of TikTok Shop, mediated by consumer trust, based on the Technology Acceptance Model (TAM) among young active users at ITEBIS PGRI Dewantara Jombang, Indonesia.
Design/Methode/Approach :
Quantitative research utilizing Structural Equation Modeling-Partial Least Square (SEM-PLS) analyzed data from active young TikTok Shop users. Constructs measured included perceived ease of use (intuitive interface, simple checkout), perceived usefulness (live streaming discounts, real-time cashback), consumer trust as mediator, and sustainable app usage intention.
Research Finding :
Perceived ease of use significantly builds consumer trust through intuitive navigation, quick checkout, and easy product search. Perceived usefulness strongly influences trust via added value from interactive live shopping and real-time promotions. Consumer trust fully mediates the relationship between both factors and sustainable usage intention, confirming TAM's applicability in social commerce contexts.
Theoretical contribution/Originality :
Validates TAM framework in Indonesian social commerce (TikTok Shop), demonstrating consumer trust as a complete mediator between ease of use/usefulness and sustained platform adoption among digital-native youth, enriching technology acceptance theory for live shopping ecosystems.
Practitionel/Policy implication :
TikTok Shop should optimize user interface with AI personalization, transparent live streaming pricing, enhanced data privacy guarantees, and seamless transaction flows to boost retention. Educators/policymakers can leverage findings for digital literacy programs addressing social commerce addiction risks.
Research limitation :
Sample limited to young active users at single institution (ITEBIS PGRI Dewantara Jombang), potentially limiting generalizability. Cross-sectional design captures intentions rather than long-term behavior. Self-reported data may introduce common method bias.
Keywords:
TikTok Shop, Ease of Use, Perceived Benefits, Consumer Trust, Technology Acceptance ModelDownloads
References
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