Ekawati, Novia Purna and Siahaan, Antonius TP. and Simatupang, Parhimpunan (2017) The Influence of Perceived Usefulness, Perceived Ease of Use, and Cultural Dimensions towards Actual Use of E-Commerce in Indonesia. Masters thesis, Swiss German University.

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Abstract

In a globalization stage, e-commerce has a lot of devotees and becomes the innovation strategy for company gain marketing. Indonesian appears that not all internet users decided to become internet buyer. The interesting part is not merely that country has the similar behavior and culture to accept the e-commerce. This research examines about the influence of perceived usefulness, perceived ease of use, cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance, longterm orientation, and indulgence) towards actual use of e-commerce, particularly in Indonesia. The culture dimension is following Hofstede and Minkov theory. The technology acceptance model is following Davis and Venkantesh theory. Perceived usefulness, perceived ease of use, power distance, individualism, masculinity, uncertainty avoidance, long-term orientation becomes independent variable. Intention to use becomes intervening to relate independent variable to dependent variable, in this research is actual use. The data were collected to 410 respondents using online and offline method deployment. The respondents are coming from Bandung, Medan, Jakarta, Makassar, Pontianak, and Bali. In which, those city is selected by the high percentage of internet user, population, and also capital city. As for analytic data, partial least square – structural equation modeling was used for test hypothesis. The results indicates that perceived usefulness, perceived ease of use, power distance, and masculinity influence intention to use and intention to use influence actual use of e-commerce. Other variables such as individualism show positive influence. As for uncertainty avoidance, long-term orientation, and indulgence shows insignificant influence result to intention to use e-commerce. These results add to research on how perceived usefulness, perceived ease of use can be considering the e-commerce practices by marketing strategy. Also, the strategy can be considered about culture in Indonesia in which power distance and masculinity shows negatively significant to e-commerce.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	E-Commerce; Perceived Usefulness; Perceived Ease of Use; Power Distance; Individualism
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	13 May 2020 14:26
Last Modified:	13 May 2020 14:26
URI:	http://repository.sgu.ac.id/id/eprint/330

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