Measuring Ease of Use Aspects of Shopee Usage Behavior during Pandemic using PLS-SEM Approach

Michael Christian, Lasmery Girsang, Henilia Yulita

2021

Abstract

The emergence of various types and brands of e-commerce which is also followed by intense competition has made Indonesia one of the countries with the most attractive e-commerce market globally. To become a market leader like Shopee needs skills to analyse the complexity and unpredictability of young users’ behavior. Studies have revealed that the ease of e-commerce platforms provides user satisfaction, although some explain the opposite since users are increasingly technology literate. This study aims to explain the behavior of e-commerce users (Attitude towards using and Actual system usage) as measured by the Perceived ease of use. The fussiness of young users especially in big cities like Jakarta underlies the sample of this study. Since the population size is unknown, this study uses 100 samples by multiplying the number of indicators which are then collected randomly. The PLS-SEM approach was used as an analytical tool. This study reveals that the ease-of-use factor significantly still affects usage behavior which then affects further decision-making. The tastes of young consumers that tend to change rapidly, supported by technological developments and the online community determine purchase intentions. Therefore, this factor is worthy enough to be a suggestion for further research.

Paper Citation

in Harvard Style

Christian M., Girsang L. and Yulita H. (2021). Measuring Ease of Use Aspects of Shopee Usage Behavior during Pandemic using PLS-SEM Approach. In Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS, ISBN 978-989-758-604-0, pages 192-197. DOI: 10.5220/0010750000003112

in Bibtex Style

@conference{ice-hums21,
author={Michael Christian and Lasmery Girsang and Henilia Yulita},
title={Measuring Ease of Use Aspects of Shopee Usage Behavior during Pandemic using PLS-SEM Approach},
booktitle={Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,},
year={2021},
pages={192-197},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010750000003112},
isbn={978-989-758-604-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,
TI - Measuring Ease of Use Aspects of Shopee Usage Behavior during Pandemic using PLS-SEM Approach
SN - 978-989-758-604-0
AU - Christian M.
AU - Girsang L.
AU - Yulita H.
PY - 2021
SP - 192
EP - 197
DO - 10.5220/0010750000003112