FACTORS AFFECTING TECHNOLOGY ACCEPTANCE AND USAGE BEHAVIOR OF AMAZON AND ALIEXPRESS APPLICATIONS

Abstract

The purposes of this research were to compare levels of technology acceptance using application Amazon and Aliexpress, and to determine factors affecting technology acceptance of application users on Amazon and Aliexpress. The Conceptual framework was based on Technology Acceptance Model, and Network Externality. Stratified random sampling technique was applied to select 438 application users to answer self-reported questionnaire. Data was analyzed by Linear Regression Model. Research findings revealed that levels of technology acceptance of using application Amazon and Aliexpress were significantly different from those of applications Amazon and Aliexpress which consisted of Perceived Number of Peers, Perceived Number of Cross-PF, Perceived Complement, Perceived Usefulness, Perceived Ease of Use, Perceived Security, Attitude towards Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention and Usage Behavior.