Integrating Perceived Enjoyment within the UTAUT Model for Enhanced Distribution Management Strategies

• 영문명: Integrating Perceived Enjoyment within the UTAUT Model for Enhanced Distribution Management Strategies
• 발행기관: 한국유통과학회
• 저자명: Putu Yudi SETIAWAN Ni Putu Cempaka Dharmadewi ATMAJA I Gusti Ayu TIRTAYANI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제1호, 13~23쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.01.31

영문 초록

Purpose: Within the ever-changing realm of modern e-commerce, this study delves into the complex effects of factors like performance expectations, ease of use, social influence, favorable conditions, and enjoyment perception on users' intentions and usage patterns in online marketplace apps. The research centres on Tokopedia app users in Denpasar City, encompassing a wide and varied demographic. Methods: Utilizing a non-probability sampling method, 200 participants were selected for extensive data collection through surveys. Subsequent rigorous analysis of the gathered data was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) techniques. Results: This study aims to contribute substantially to theoretical and practical knowledge regarding marketplace app usage. Theoretical contributions involve enhancing the marketing domain, especially in digital marketing, by revealing the intricate factors influencing user conduct in online marketplaces. From a practical standpoint, this research provides valuable insights for entrepreneurs aspiring to join or improve their positions in the Tokopedia app market. Conclusion: Based on the study, we suggest optimising online shopping apps for a more appealing and user-friendly interface. Enhancing the enjoyment and simplicity of finding desired products can prompt heightened usage of online shopping services, thereby reinforcing distribution management strategies and overall market presence.

목차

1. Introduction

2. Research Methods and Materials

3. Results and Discussion

4. Conclusions

References

키워드

Distribution Strategic Distribution Management Performance Expectancy Effort Expectancy Social Influence Facilitating Conditions Perceived Enjoyment Behavioural Intention Use Behaviour Online Marketplace