Antecedents of user attitude towards e-commerce and future purchase intention

Abstract

This study attempts to analyze the antecedents of e-commerce user behavior and their effect on future purchase intentions. Theoretical exploration shows that the antecedents used in the behavior of e-commerce users are perceived self-efficacy, perceived ease of use and perceived usefulness. The study uses the behavior of e-commerce users as a mediating variable. The study was also conducted using a quantitative method, by distributing questionnaires to 250 e-commerce users in Indonesia. The analysis technique used is Structural Equation Modeling (SEM) with SmartPLS software. The results show that perceived self-efficacy had a positive effect on perceived ease of use and perceived usefulness. These three antecedents in turn have a positive and significant effect on future e-com-merce shopping interest by using mediation of user behavior. The results are theoretically useful for deepening Technology Acceptance Model exploration by estimating future buying behavior and in-terest. Practically, this study encourages e-commerce platform website developers to increase the ease and usefulness to increase the positive behavior of users in purchasing products.