Open AccessExploring Online Shoppers’ Acceptance of Electronic Marketplace Using UTAUT and The Flow Theory
Author(s) -
Asif Faroqi,
Subriadi Apol Pribadi,
M.S. Tri Lathif
Publication year - 2020
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1569/2/022051
Subject(s) - unified theory of acceptance and use of technology , business , marketing , competition (biology) , service provider , phenomenon , sample (material) , service (business) , advertising , internet privacy , expectancy theory , psychology , computer science , social psychology , ecology , chemistry , physics , chromatography , quantum mechanics , biology
Today, e-marketplace is the fastest growing business model. This phenomenon causes competition among e-marketplace providers to become very tight. Some e-marketplace providers become more successful than others with many active users both from buyers and sellers. Identifying what made people using e-marketplace is needed. Existing research has analyzed the user’s motivation for the extrinsic factor. This study discusses online user acceptance of e-marketplace from both intrinsic and extrinsic factors especially online shoppers in Indonesia. Shopping enjoyment as component of flow theory was added to the model to describe the intrinsic factor. This investigation takes the sample from the employees, housewives, and educated. The result shows that both intrinsic and extrinsic factors are influencing the adoption of e-marketplace in Indonesia. E-marketplace service providers can use the result from this investigation to improve their services.