The Influence of Perceived Ease of Use, Perceived Usefulness of Technology, And Social Factors on Attitudes and Purchase Intentions Toward the Shopee E-Commerce Application Among Generation Z

Indonesia ranks among the countries with the highest number of internet users globally. A significant portion of this user base is dominated by Generation Z, defined as individuals born between 1997 and 2012. In Indonesia, the internet is commonly utilized for conducting online transactions, particularly in the realm of online shopping. These transactions are typically facilitated through various e-commerce platforms, one of the most prominent being Shopee. This study aims to examine the factors influencing attitude toward using and purchase intentions toward the Shopee e-commerce application among Generation Z consumers, utilizing the Technology Acceptance Model (TAM). The TAM constructs—perceived ease of use and perceived usefulness—are integrated with an additional variable, namely social influence, to enhance the explanatory framework. Data were collected through questionnaires distributed to 300 respondents and analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The findings reveal that both perceived ease of use and perceived usefulness significantly influence attitude toward using, yet they do not directly affect purchase intentions. In contrast, social influence exerts a significant effect on both attitude toward using and purchase intentions. Furthermore, attitude toward using are found to significantly influence purchase intentions.