Analysis of COD Features in E-Commerce Using the Technology Acceptance Model

This study analyzes user acceptance of the Cash on Delivery (COD) payment method on the Shopee platform using the Technology Acceptance Model (TAM). As e-commerce evolves, offering new payment methods like COD enhances customer convenience and trust. Despite its popularity, the extent of user acceptance of Shopee's COD feature remains under-researched. This study aims to fill this gap by examining the factors influencing user acceptance, including perceived ease of use, perceived usefulness, and behavioral intention to use. Data was collected through a survey of Shopee users who utilize COD and analyzed using Structural Equation Modeling (SEM) with SPSS and Partial Least Squares (PLS) tools. The results demonstrate that perceived ease of use significantly influences perceived usefulness (β = 0.65, p < 0.001), which in turn positively affects users' attitudes towards using the COD feature (β = 0.70, p < 0.001). Additionally, attitudes towards using the COD feature significantly impact behavioral intention to use (β = 0.55, p < 0.001), and this intention significantly predicts actual usage of the system (β = 0.60, p < 0.001). These findings provide valuable insights for developers and e-commerce platforms to optimize the functionality of COD payment methods, enhancing customer satisfaction and transaction efficiency. However, the research evidence presented is preliminary and requires further validation. Future studies should consider larger and more diverse samples to enhance generalizability. Incorporating qualitative methods could also provide deeper insights into user perceptions and experiences.