The study result showed that basic model of TAM – which consists of perceived of usefulness, perceived ease of use, and social influence variable – could explain public acceptance in Malang City to the online grocery shopping. Multiple regression analysis, pearson correlation, and biserial point used as analysis instrument in this study. Besides, visibility, risk perception, and social influence variable – which used in the study of Sherah and Ai-Wen (2003) – analyzing Australian people acceptance towards online grocery shopping – used in this study. Technology Acceptance Model (TAM) is employed as the foundation in this study. The data are obtained through the questionnaire of 140 respondents of Loka Mart consumer. Thus, it is necessary to conduct study related to the public acceptance to the online grocery shopping in Malang City as the potential online market due to the level of education of the society. Currently, online grocery shopping facility that implemented by Loka Mart is still limited and only coverage Jakarta area. One supermarket that conducts this cooperation to supply grocery products is Loka Mart. Online grocery shopping in Indonesia has been applied by one platform called Happyfresh, which cooperates through many modern supermarkets.
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