THE UTAUT2 TO EXPLAINS HOW TIKTOK SHOP APLICATION AFFECTS CONSUMERS BEHAVIOR
Riki Aprianto, Nur Endah Retno Wuryandari, Rahmat Ilahi

UNIVERSITAS DIAN NUSANTARA

Abstract

This study aims to determine the effect of m-commerce adoption on consumer buying interest in TikTok Shop application users in Indonesia. The trend of trading through mobile applications has made several social commerce companies take advantage of this very lucrative market opportunity. TikTok Shop is one of the social commerce platforms that is currently growing, so there is still little research that analyzes consumer buying interest in the TikTok Shop application. To achieve the objectives of this study, the author uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) approach model by using the variables of performance expectancy, effort expectancy, social influence, and price value as independent variables, on the variable intention to buy as the dependent variable mediated by Perceived Trust as an intervening variable. The research survey was conducted on 200 respondents (Hair et al. Theory) who have made transactions on the TikTok Shop application. The research method used is a quantitative method with a purposive sampling technique. The analysis technique uses PLS-SEM.

Keywords: Technology Commerce, M-Commerce Adoption, Intention to Buy, UTAUT2, TikTok Shop

Topic: Business, Corporate Governance, and Accounting