Unpacking Consumer Intentions in E-Commerce
The Interplay of Effort Expectancy, Social Influence, and Cash-on-Delivery Payment Preferenc
Keywords:
Effort Expectancy , Social Influence , Cash-on-Delivery, Behavioral Intention, E-Commerce, Emerging MarketsAbstract
The persistent popularity of Cash-on-Delivery (COD) in emerging economies presents a puzzle in an era of rapid digital payment adoption. This study aims to investigate the factors influencing consumer behavioral intentions in e-commerce, focusing on the roles of effort expectancy and social influence. Furthermore, it examines the mediating role of the preference for COD as a payment method in the relationship between these psychological drivers and behavioral intention. This study employed a quantitative, cross-sectional design. Data were collected from 120 university students, a key demographic of digitally-native consumers, in Indonesia. The conceptual model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis involved a two-stage process: assessment of the measurement model's reliability and validity, followed by the structural model assessment to test the proposed hypotheses. The results confirm that both effort expectancy and social influence are significant positive predictors of consumer behavioral intention. Both factors also significantly predict the choice of COD as a payment method. Crucially, the preference for the COD payment method was found to significantly mediate the effects of both effort expectancy and social influence on behavioral intention. This research contributes to the technology acceptance literature by empirically testing a model that integrates a traditional payment method (COD) as a key mediating variable within the UTAUT framework. It provides novel insights into how perceptions of ease of use and social pressures shape not only direct intentions but also the choice of payment mechanisms, which in turn influences the ultimate decision to transact online. The findings offer valuable practical implications for e-commerce platforms seeking to optimize user experience and payment strategies in emerging markets.
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