Using Extended UTAUT2 Model to Determine Factors Influencing the Use of Shopee E-commerce

Abstract

This study aims to discover the factors that influence users in using Shopee e-commerce. One of the ways to know the contributing factor that influences users is the Unified Theory of Acceptance and Usage of Technology 2 (UTAUT2). UTAUT2 is a known model that could determine the factors thoroughly. However, this study uses seven constructs from UTAUT2 with two additional constructs. For this, the study has targeted 160 Indonesian respondents who have done transactions on Shopee e-commerce in Indonesia. Furthermore, data analysis in this study used Partial Least Squares-Structural Equation Model (PLS-SEM) on SmartPLS software due to its ability to analyze data with a small sample size, even if the model used is complex. The results show that Habit and Trust in Interest are significantly influencing Behavioral Intention. In contrast, other factors such as Hedonic Motivation, Effort Expectancy, Facilitating Conditions, Performance Expectancy, Social Influence, Price Value, and Perceived Transaction Risk do not significantly influence Behavioral Intention in using Shopee. Moderating variables like age, gender, and experience do not significantly influence the relationship between independent variables and Behavioral Intention of users. The extension of the original constructs from UTAUT2 with two additional constructs from two previous studies is the novelty contribution in this study.