Increasing the acceptance and on-line transaction of an e-commerce site using technology acceptance model

Abstract

This paper aims to predict consumer acceptance and usage of an e-commerce site by Indonesian users. The e-commerce site is Forum Jual Beli Kaskus, as well known as FJB Kaskus (http://www.kaskus.us). The study will explore which factors actually affect users to continue their activity from just browsing to do an actual transaction. The primary construct for capturing consumer acceptance of e-commerce are intention to transact and on-line transaction behavior. This paper is using Technology Acceptance Model (TAM) to explore driving factors which affect on a technology acceptance, especially in information technology and information systems. This research is using Pavlou’s TAM model, a comprehensive TAM model which is describing the factors that drive consumers to accept e-commerce and on-line transaction. Pavlous enhanced the original TAM model by adding a new construct, Trust. This work hopefully extends technology acceptance studies into new realms of e-commerce usage. This research confirms that Trust and Perceived Usefulnes variables have a significant influence for engaging users to do an on-line transaction in FJB Kaskus. Based on the findings, we propose some suggestions for increasing the acceptance and usage of FJB Kaskus, which are: using an escrow account to enhance trust and security, fixing some features in the webpage and rules.