Consumer Perceived Ease of Use and Consumer Perceived Usefulness in Using the Shopee Application in Surakarta with Discount as a Moderation Variable

Abstract

This article aims to explain the effect of perceived ease of use, perceived usefulness, attitude, intention to use, on the actual use of online shopping facilities through Shopee in Surakarta. This research is moderated by discount variable. Literature reviews were conducted by several highly reputable national and international journals including research from Zhong et al. (2021) and Gusni et al. (2020). This article uses the Technology Acceptance Model (TAM) to identify the variables used in creating the conceptual model. The research method used the structural equation model (SEM) analysis technique through SmartPLS 4. The results of the study found that there was a positive influence between perceived ease of use, perceived usefulness, attitude, intention to use, on actual use. In addition, the discount variable also moderates the relationship between perceived ease of use on attitude and attitude on intention to use, but the discount variable does not moderate the relationship between perceived usefulness on attitude and intention to use on actual use. Researchers hope that this research can add insight and help e-commerce, especially Shopee, to design effective strategies in terms of marketing to influence consumers. This research is also expected to provide theoretical and practical contributions and is expected to be used for future studies.