The Implementation of Technology Acceptance Models in the Online Shopping Activity Through Social Media Instagram Among University of Sumatra Utara Students

DOI

10.2991/icosop-17.2018.98How to use a DOI?

Keywords

Technology Acceptance Model (TAM), onlineshopping, social media, Instagram, Students

Abstract

Socialmedia used by the users for various purposes.Many features and complete attractive application made social media is easy to accepted by users.Instagram is one of social media much used among students, one of the purpose of its use is to do online shopping. Technology Acceptance Model or TAM by Davis (1988) assume that perceived easyof use and perceived usefulnessfactors influence upon acceptance or use of technology.The purpose of this research is to identify the influence of perceived easyof use and perceived usefulness by user on the actual usage of social media instagram in online shopping activityamong Sumatra Utara Universitystudents.This research uses the quantitative method by spreading questionnaire to 96 respondents. Data processed by using SPSS version 20.The research results show that both variables ofperceived easyof use and perceived usefulness was influence upon the actual usageof social media instagram in online shopping activity among University Sumatra Utara students.The Influence is 45,3 percent in medium category.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Selwendri
AU  - Rumyeni
PY  - 2017/12
DA  - 2017/12
TI  - The Implementation of Technology Acceptance Models in the Online Shopping Activity Through Social Media Instagram Among University of Sumatra Utara Students
BT  - Proceedings of the 2nd International Conference on Social and Political Development (ICOSOP 2017)
PB  - Atlantis Press
SP  - 656
EP  - 662
SN  - 2352-5398
UR  - https://doi.org/10.2991/icosop-17.2018.98
DO  - 10.2991/icosop-17.2018.98
ID  - 2017/12
ER  -