Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment
The evolution of e-commerce from simple websites that facilitate sales transactions to integrated mobile apps has been fuelled by a significant surge in user demand. This transformation, marked by the dominance of mobile devices in accessing e-commerce platforms such as Shopee, underscores the impor...
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2024-09-01
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| Series: | Jurnal Aplikasi Manajemen |
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| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/8392 |
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| author | Febrina Talita Wahyuningsih Wahyuningsih Ira Nuriya Santi |
| author_facet | Febrina Talita Wahyuningsih Wahyuningsih Ira Nuriya Santi |
| author_sort | Febrina Talita |
| collection | DOAJ |
| description | The evolution of e-commerce from simple websites that facilitate sales transactions to integrated mobile apps has been fuelled by a significant surge in user demand. This transformation, marked by the dominance of mobile devices in accessing e-commerce platforms such as Shopee, underscores the importance of understanding consumer behavior and preferences in the context of mobile shopping. The findings of this study provide valuable insights into how perceived usefulness (PU) and perceived ease of use (PEOU), as well as gender, influence purchasing decisions on Shopee Mobile. We conducted an online survey using Google Forms to collect the research data. A total of 210 respondents were successfully obtained and processed the data. The survey respondents are Shopee Mobile application users who live in Palu City. The PLS SEM 3 data analysis method employs the JASP tool for data processing. The study's results show that perceived usefulness and perceived ease of use do not significantly influence purchase decisions. However, when mediated by consumer enjoyment, perceived usefulness and perceived ease of use significantly influence purchase decisions; the moderating effect of gender is not significant. The findings of this study are very useful for managers or company leaders in developing technological application innovations to increase the number of application users and can influence consumer choices in making purchasing decisions. |
| format | Article |
| id | doaj-art-ab60fde30c884bc3aab80a86a902bc5b |
| institution | Kabale University |
| issn | 1693-5241 2302-6332 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj-art-ab60fde30c884bc3aab80a86a902bc5b2025-08-20T03:53:42ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322024-09-0122310.21776/ub.jam.2024.022.03.061579Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer EnjoymentFebrina Talita0Wahyuningsih Wahyuningsih1Ira Nuriya Santi2Departement of Management, Tadulako University, IndonesiaDepartement of Management, Tadulako University, IndonesiaDepartement of Management, Tadulako University, IndonesiaThe evolution of e-commerce from simple websites that facilitate sales transactions to integrated mobile apps has been fuelled by a significant surge in user demand. This transformation, marked by the dominance of mobile devices in accessing e-commerce platforms such as Shopee, underscores the importance of understanding consumer behavior and preferences in the context of mobile shopping. The findings of this study provide valuable insights into how perceived usefulness (PU) and perceived ease of use (PEOU), as well as gender, influence purchasing decisions on Shopee Mobile. We conducted an online survey using Google Forms to collect the research data. A total of 210 respondents were successfully obtained and processed the data. The survey respondents are Shopee Mobile application users who live in Palu City. The PLS SEM 3 data analysis method employs the JASP tool for data processing. The study's results show that perceived usefulness and perceived ease of use do not significantly influence purchase decisions. However, when mediated by consumer enjoyment, perceived usefulness and perceived ease of use significantly influence purchase decisions; the moderating effect of gender is not significant. The findings of this study are very useful for managers or company leaders in developing technological application innovations to increase the number of application users and can influence consumer choices in making purchasing decisions.https://jurnaljam.ub.ac.id/index.php/jam/article/view/8392TAMPerceived UsefulnessPerceived Ease of UseConsumer EnjoymentPurchase DecisionGender |
| spellingShingle | Febrina Talita Wahyuningsih Wahyuningsih Ira Nuriya Santi Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment Jurnal Aplikasi Manajemen TAM Perceived Usefulness Perceived Ease of Use Consumer Enjoyment Purchase Decision Gender |
| title | Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment |
| title_full | Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment |
| title_fullStr | Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment |
| title_full_unstemmed | Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment |
| title_short | Gender Interaction: Exploring How Shopee Mobile Technology Shapes Consumer Decisions Through the Lens of Consumer Enjoyment |
| title_sort | gender interaction exploring how shopee mobile technology shapes consumer decisions through the lens of consumer enjoyment |
| topic | TAM Perceived Usefulness Perceived Ease of Use Consumer Enjoyment Purchase Decision Gender |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/8392 |
| work_keys_str_mv | AT febrinatalita genderinteractionexploringhowshopeemobiletechnologyshapesconsumerdecisionsthroughthelensofconsumerenjoyment AT wahyuningsihwahyuningsih genderinteractionexploringhowshopeemobiletechnologyshapesconsumerdecisionsthroughthelensofconsumerenjoyment AT iranuriyasanti genderinteractionexploringhowshopeemobiletechnologyshapesconsumerdecisionsthroughthelensofconsumerenjoyment |