Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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The Effect of Perceived Ease of Use and Perceived Usefulness on Trust, Loyalty of E-Commerce Customers

Authors
Marso1, *
1Sekolah Tinggi Ilmu Ekonomi Bulungan Tarakan, Tarakan, Indonesia
*Corresponding author. Email: marso_ok@yahoo.com
Corresponding Author
Marso
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_100How to use a DOI?
Keywords
Perceived ease of use; Perceived usefulness; Trust; Loyalty; E-commerce
Abstract

The e-commerce market opportunity supported by the government has encouraged the increasingly competitive digital-based businesses in Indonesia. This study was performed in this regard to investigate and test the direct impact of perceived ease of use on perceived usefulness, perceived ease of use on trust, perceived ease of use on loyalty, perceived usefulness on trust, perceived usefulness on loyalty, and trust on loyalty. The results of data analysis from 198 respondents reveal that five of the six hypotheses proposed in this study: there is a significant and direct effect of perceived ease of use on perceived usefulness, there is a significant and direct effect of perceived ease of use on trust, there is a significant and direct effect of perceived usefulness on trust, there is a significant and direct effect of perceived usefulness on loyalty, and there is a significant and direct effect of trust on loyalty are supported. While the third hypothesis: there is a significant and direct effect of perceived ease of use on loyalty is not supported. Theoretically, the results of this study are expected to contribute to developing a theory of customer loyalty in the perspective of the Technology Acceptance Model (TAM); and pragmatically, it is expected to be useful for companies that apply e-commerce platforms to increase customer loyalty.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_100How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Marso
PY  - 2022
DA  - 2022/12/05
TI  - The Effect of Perceived Ease of Use and Perceived Usefulness on Trust, Loyalty of E-Commerce Customers
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 796
EP  - 804
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_100
DO  - 10.2991/978-94-6463-008-4_100
ID  - 2022
ER  -