Measuring the User Acceptance on Online Hypermarket Shopping System Based on UTAUT Model
This paper considers the user acceptance of online hypermarket shopping system in Malaysia based on proposed Unified Theory of Acceptance and Use of Technology (UTAUT) model. The proposed UTAUT modal have additional constructs such as perceived cost and perceived trust. Besides that, word-of-mouth is also being introduced into the model. In order to gather the relevant data for this measure, a survey approach had been chosen. The results from the analysis show that user behavior on using the system are positively related to performance expectancy, effort expectancy, social influence, facilitating condition, perceived trust and perceived cost. The findings allow us to determine which aspects of the system are major concerns when users are using the system. Finally, the findings from this paper are contributed to the design of better online hypermarket system design and future researchers can use this document as a reference in their online system research.
Keywordsó UTAUT model, Information and Communications Technology (ICT), Online shopping, User acceptance, Wordof-mouth.