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Impact of brand equity and mobile web quality on intentions to use m-commerce amongst Traveloka customers

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  • Fendri Reswanto

    (Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia)

  • Asmai Ishak

    (Faculty of Business and Economics Universitas Islam Indonesia, Yogyakarta, Indonesia)

Abstract

This study purposed to analyze the application of an extended technology acceptance model (TAM) by combining the influence of brand equity and mobile web quality that are used to predict intention to use m-commerce, through perceived ease of use, perceived usefulness, and attitude toward using. The research was conducted on Indonesian citizens who have used service products on m-commerce Traveloka. The analytical method used is the structural equation modeling (SEM) with Lisrel 8.80 Software. Using a convenient sampling technique, 270 respondents were involved in the study. Only five of the nine hypotheses developed are significant, while the others are not. However, the current study discovers a new finding that brand equity significantly affects the attitude toward using m-commerce. The results of this study are quite different from Chi’s (2018) study, indicating that the model still needs to be reinvestigated using a different sample to test the model consistency. Key Words:Mobile Web Quality, Brand Equity, TAM, m-commerce, Traveloka

Suggested Citation

  • Fendri Reswanto & Asmai Ishak, 2022. "Impact of brand equity and mobile web quality on intentions to use m-commerce amongst Traveloka customers," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 305-315, January.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:1:p:305-315
    DOI: 10.20525/ijrbs.v11i1.1586
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    References listed on IDEAS

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    1. Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
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