An Analysis of Online Shoppers' Acceptance and Trust toward Electronic Marketplace using TAM Model

Abstract

Changes in technology affect business activities. The presence of the internet opens opportunities for sellers to expand their marketing reach. E-marketplaces can be utilized by sellers to broaden the marketing reach of their products. From the consumer side, the presence of the e-marketplace presents many choices in buying goods. The e-marketplace makes it easy for buyers and sellers to deal with products. This study aims to evaluate attitudes toward online shopping. Perceived usefulness, perceived ease of use, and trust as independent variables. Attitude toward online shopping as a dependent variable. Two hundred buyers in one of the biggest e-marketplace in Indonesia as analysis subjects to complete the questionnaire in this study. Multiple regression analysis to test the research model. The results show that perceived usefulness, perceived ease of use, and trust affect online shopping attitudes.