Factor Analysis of Intention to Adopt an Online Fish Auction System Bayu Nur Abdallah, Anak Agung Ngurah Perwira Redi, Erni Selviyanti Ulfa, Annisya Nur Oktavian, Muqimuddin, Haryo Triajie, La Ode M. Aslan
Department of Digital Business, Kalimantan Institute of Technology, East Kalimantan, Indonesia-
Department of Industrial Engineering, Sampoerna University, Jakarta, Indonesia-
Department of Industrial Engineering, Kalimantan Institute of Technology, East Kalimantan, Indonesia-
Department of Aquaculture, Trunojoyo University, Madura, Indonesia-
Department of Aquaculture, Faculty of Fisheries and Marine Science, Halu Oleo University, Kendari, Indonesia-
Abstract
The COVID-19 Pandemic has held back the growth of the fisheries sector in Indonesia, especially in its upstream supply chain. However, this is not applied to the downstream chain in which the demand is growing. These demands include consumption through digitalization. The digital platform that are emerging everyday are on their way to disrupt nearly all the areas of traditional business processes. Perishable products, including fishery products, have been one of the commodities that grab the market attention on the e-commerce platform. However, due to the long and complex fishery products^ supply chain, many problems were faced by suppliers and the customer of this perishable product. Thus, the availability, high quality, and competitive price of fishery products on the platform might be difficult and highly dependent on the supplier. One of the solutions proposed in digital supply chain is reducing the supply chain^s complexity. One example is proposing an online fish auction system. Online fish auction systems can provide the customer direct access to the upstream of the supply chain. Despite many benefits that are potentially gained by the solution, it is not yet clear how the customer would prefer these new technologies ideas to be implemented. Therefore, this study proposed a multivariate statistical technique to investigate consumer behaviour. This study developed a framework that combined the unified theory of acceptance and use of technology 2 (UTAUT-2) and the theory of planned behaviour (TPB) to analyze the factor affecting the intention of customers to adopt an online fish auction system. This study has successfully developed the model, including several indicators for measuring the latent variable. Further study would implement the model and generate the survey to have conclusive results.
Keywords: Online Fish Auction, Structural Equation Modeling, UTAUT-2, TPB
