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Analysis of Consumers’ Intention to Use Smartphone-Based Application in Purchasing Organic Agricultural Products

  • Anggarda Paramita Imawati
  • Sri Marwanti
  • Heru Irianto
Conference paper

Abstract

Recently, there have been many emerging smartphone-based applications that are used in marketing activities including agricultural products. However there has not much published about what drives people to engage in online purchasing of agriculture products. This study aims to reveal the factors that influence the intention to use smartphone-based application in purchasing organic agriculture products. The smartphone-based application used in this study namely Kecipir. Samples were taken by non-probabilistic method of consumers who intend to use Kecipir application to buy organic agriculture products, with the sample of 150 respondents in Jabodetabek area of Indonesia. Data analysis using Structural Equation Modeling (SEM), while technique research conducted by survey with the online questionnaire as a tool of data collection. The result showed that all variables used in this study, namely compatibility, altruism, perceived risk, perceived ease of use, and perceived usefulness were significant determinant factors of behavioral intention to use Kecipir, whether it directly influenced intention or indirectly influence intention through attitude toward using the application. The limitations of this study will be discussed further.

Keywords

Intention Organic agriculture product Smartphone application usage Structural equation modeling technology Acceptance model (TAM) 

Abbreviations

AL

Altruism

APJII

Association of Internet Network Providers Indonesia

ATU

attitude toward using

AU

actual usage

AVE

Average Variance Extracted

BI

behavioral intention to use

C

Compatibility

CFA

Confirmatory Factor Analysis

CFI

comparative fit index

GFI

goodness of fit index

IDT

Innovation Diffusion Theory

MI

modification indices

NFI

normed fit index

PE

perceived ease of use

PR

perceived risk

PU

perceived usefulness

RMR

root mean square residual

RMSEA

root mean square error of approximation

SEM

Structural Equation Modeling

TAM

Technology Acceptance Model

TLI

Tucker-Lewis Index

TRA

Theory of Reasoned Action

X2

Chi Square

Notes

Acknowledgments

The authors gratefully acknowledge the valuable suggestions and comments of the reviewer of International Conference on Tropical Agriculture 2017 on earlier drafts of this paper as well as the Editor for Springer-ICTA Proceeding 2017.

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Copyright information

© Springer Nature Switzerland AG 2018

Authors and Affiliations

  • Anggarda Paramita Imawati
    • 1
  • Sri Marwanti
    • 1
  • Heru Irianto
    • 1
  1. 1.Department of Agribusiness, Faculty of AgricultureUniversitas Sebelas MaretSurakartaIndonesia

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