Hendra Praditya Ferdiansyah, Devi Ajeng Efrilianda

Analysis of Factors Influencing Impulse Buying of Shopee Users Using Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) Methods

Introduction

Analysis of factors influencing impulse buying of shopee users using technology acceptance model (tam) and theory of planned behavior (tpb) methods. Explore factors influencing Shopee impulse buying using TAM & TPB. This study analyzes perceived usefulness, attitude, subjective norms, trust, and price value on purchase intention.

Abstract

Technological advances have an impact on the presence of various innovations, especially in the e-commerce sector in Indonesia. This innovation is present as one of the solutions to problems in the trade sector with the presence of the Shopee application which carries online shopping services that can be accessed by consumers online. However, there are still consumers who admit to being disappointed when using the Shopee application, this indicates that there is a complexity that prevents consumers from making impulsive purchases using the Shopee application. Therefore, the purpose of this study is to examine what factors influence impulse buying by Shopee users. The Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) methods are used to achieve research objectives. This study uses a quantitative approach with a non-probability sampling technique of the purposive sampling type in determining the research sample, namely active users of the Shopee application aged 17 to 36 years. A total of 461 valid respondent data were obtained to be analyzed using SmartPLS 3 software with the partial least squares - structural equation modeling (PLS-SEM) statistical method. Based on the results of the analysis, 8 hypotheses were accepted and 1 hypothesis was rejected from a total of 9 hypotheses submitted. Where perceived usefulness, attitude towards behaviors, and subjective norms have a direct influence on intention impulse buying. In addition, intention impulse buying is also indirectly influenced by trust and price value.

Review

This paper addresses a highly pertinent and contemporary issue within the burgeoning e-commerce landscape of Indonesia: the factors influencing impulse buying among Shopee users. Given the rapid technological advancements and the increasing reliance on online shopping platforms like Shopee, understanding consumer behavior, particularly impulse purchases, is crucial for both academic insight and practical application. The study's clear objective is to identify these influencing factors, utilizing established psychological and technological adoption models, namely the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), providing a robust theoretical foundation for the investigation. Methodologically, the study adopts a quantitative approach, which is appropriate for examining relationships between variables. The researchers employed a non-probability purposive sampling technique, targeting active Shopee users aged 17 to 36 years, yielding a substantial sample size of 461 valid respondents. This large sample enhances the statistical power and generalizability of the findings within the defined demographic. The use of SmartPLS 3 software and the Partial Least Squares - Structural Equation Modeling (PLS-SEM) statistical method demonstrates a sophisticated analytical approach capable of testing complex theoretical models with multiple latent variables, ensuring a rigorous examination of the proposed hypotheses. The analysis reveals significant insights, with 8 out of 9 hypotheses supported, indicating a strong explanatory power of the integrated TAM and TPB frameworks in this context. Key direct determinants of impulse buying intention were identified as perceived usefulness, attitude towards behaviors, and subjective norms. Furthermore, the study importantly uncovered indirect influences from trust and price value on intention to impulse buy. These findings offer valuable practical implications for Shopee and other e-commerce platforms to refine their marketing strategies, enhance user experience, and tailor promotions to leverage these identified drivers of impulse purchasing. Future research could explore the specific mediating pathways in more detail or delve into qualitative aspects of consumer disappointment mentioned in the abstract to provide a more holistic understanding.

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