THE DIGITAL TUG-OF-WAR: EXAMINING BEHAVIORAL INTENTIONS TOWARD PURE MARKETPLACE E-COMMERCE IN EMERGING MARKET

Authors

Dhian I. Lestari Universitas Klabat
Ronny H. Walean Universitas Klabat
Deske W. Mandagi Universitas Klabat

DOI:

Keywords:

E-Commerce, Marketplace, Technology Acceptance Model, Tokopedia

Abstract

As digital commerce becomes increasingly central to everyday life, understanding the factors that drive user adoption of e-commerce platforms is essential for both researchers and practitioners. The rapid advancement of technology has fundamentally transformed how individuals meet their daily needs, allowing transactions to occur anytime and anywhere without visiting physical stores. In this context, this study investigates the determinants of user acceptance of Tokopedia, a leading pure marketplace e-commerce platform in Indonesia, using Davis’ (1989) Technology Acceptance Model (TAM). A quantitative survey was conducted with 261 Tokopedia users across Indonesia, and the data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS software. The results reveal that perceived usefulness and perceived ease of use significantly shape users’ attitudes, which subsequently influence their behavioral intentions and actual usage of Tokopedia. These findings confirm the applicability of TAM in explaining technology adoption behaviors among Indonesian e-commerce users. The study contributes to the literature by validating TAM within the post-pandemic digital transformation context and the evolving Indonesian e-commerce landscape following ByteDance’s acquisition of Tokopedia. Practically, the results provide actionable insights for Tokopedia and other digital platforms in designing user-centered, intuitive, and sustainable strategies to enhance customer engagement, satisfaction, and long-term retention.

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