The research aims to formulate an empirical model to identify factors that influence consumer behavior in the use of technology. In addition, the research seeks to broaden the understanding of the adaptation of technology use with contextual variables. The research is supported by sample data from 115 respondents who use e-commerce platforms. Empirical analysis uses a Partial Least Square Structural with an Equation Modelling (PLS-SEM). Data processing with the Smart-PLS software application. The results of the reflective measurement model test show the loading factor value (>0.70), cross loading (>0.70), average variance (AVE>0.50). While the reliability of Cronbach's alpha, reliability rho-A and rho-C (>0.70). The structural equation model test can be proven that the determination factors can influence consumer behavior in the use of technology. Meanwhile, related to moderation and interaction effects, the results of the research prove that there is no significant difference between gender and income level on the behavior of e-commerce platform users. The same thing is also related to the interaction effect, there is no significant difference. The increase in technology use behavior is only determined directly and non-moderation
Download
Download XML