The Influence of Perceived Ease of Use, Usefulness, and Trust on Consumer Purchase Interest in the TikTok Shop Yellow Cart Feature
DOI:
https://doi.org/10.26740/jdbim.v5i1.74090Keywords:
perceived ease of use, perceived usefulness, trust, purchase intention, yellow basket, TikTok Shop, Extended TAM, social commerceAbstract
The social commerce phenomenon has transformed consumer shopping
behavior by integrating entertainment and online transactions. TikTok Shop,
through its "yellow basket" feature, is at the center of this shoppertainment
phenomenon . The context of this research becomes crucial following the
enactment of Trade Regulation No. 31/2023, which highlighted data security
issues and forced platform restructuring. This event places trust as a vital
external factor, complementing internal technological factors. This study aims to
analyze the influence of perceived ease of use, perceived usefulness, and trust
on consumer purchase intention for the TikTok Shop yellow basket feature. This
study uses a quantitative approach with a survey method through a
questionnaire to active TikTok Shop users in Surabaya City. Data were
analyzed using multiple linear regression to test the influence of the three
independent variables on purchase intention. The theoretical framework of the
study adopts a hybrid model that integrates the Technology Acceptance Model
(TAM) with the Trust Theory. The results are expected to prove that the higher
the perception of ease of use, usefulness, and trust, the greater the consumer's
purchase intention. This research contributes to the study of consumer behavior
in the post-regulation era of social commerce and provides practical
recommendations for platforms in optimizing functionality and trust-building
strategies to drive sales conversions.
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