Decoding User Attitudes in Mobile E-Commerce: The Mediating Role of Attitude Toward Use in the Indonesian Shopee Experience

Abstract

This study aims to examine the influence of Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) on Intention to Use (ITU) of the Shopee application, with Attitude Toward Using (ATU) as a mediating variable. This study is based on the development of the Technology Acceptance Model (TAM) and focuses on Shopee users in Indonesia. Data were collected from 189 respondents via an online survey and analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS). The results of the study indicate that ATU influences ITU, PEOU influences ATU, PEOU influences ITU, PU influences ATU, PU influences ITU, PEOU influences ITU through ATU, and PU influences ITU through ATU. These findings confirm the mediating role of attitude as an important mechanism in bridging users' perceptions of their intention to use e-commerce applications. Further research is recommended to adopt a longitudinal approach and incorporate additional variables such as trust and user satisfaction to gain a broader understanding of e-commerce app user behaviour. This study contributes theoretically by expanding the application of TAM in the context of local mobile e-commerce and practically for digital platform developers in enhancing user experience