Exploring Consumer Behavioural Patterns of Shopping Websites through Technology Acceptance Model - A Case Study of Dcard Goodies Lab

Abstract

The end of 2019 witnessed global impacts from the novel coronavirus pandemic, gradually altering lifestyles and consumption habits. With shifting consumer preferences in shopping habits, factors like interactivity and timeliness gained prominence. Dcard Goodies Lab aligns precisely with these evolving needs. This study aims to investigate the influence of perceived usefulness, perceived ease of use, usage attitude, trust, loyalty, and usage intention within the context of the Dcard Goodies Lab e-commerce platform. A total of 260 questionnaires were collected, with 250 deemed valid and 10 invalidated. Smart PLS and JASP statistical software were utilized for subsequent research analysis, employing methods such as reliability and validity analysis, correlation analysis, fitness indicators, and overall model analysis to validate the proposed theoretical model. According to the results, perceived usefulness and perceived ease of use positively impact consumer usage attitude, trust, loyalty, and usage intention. Both usage intention and consumer loyalty exhibit positive correlations. Finally, the study discusses findings, offers discourse and recommendations, outlines research limitations and future directions, providing empirical insights for e-commerce platform marketing strategies.