Application of Technology Acceptance Model to Explain Repurchase Intention in Online Shopping Consumers

Abstract

Technological advances, especially during the Pademi19 era, demand the use of technology in all fields. The company is engaged in online retailing because consumers worldwide in developed and developing markets shop online to buy products. It also changes the behavior patterns of the world community in general and the Indonesian people in particular in carrying out their daily activities. In this literature, it becomes increasingly important to understand the factors that influence online shopping repurchase intention. This study aims to explain the integration of TAM in influencing online repurchase intentions. The sample used as many as 182 respondents using purposive sampling techniques, namely men or women aged between 18 to 36 years, have a minimum of high school education or equivalent and live in Denpasar. Data were analyzed PLS (Partial Least Square) analysis technique using SEM. The results of the research variable perceptions of reliability, perceived privacy and perceptions of web design have a positive and significant effect on repurchase intention. The role of customer service perception mediates the effect of web design on repurchase intention.