SKRIPSI DIGITAL
Investigasi Pengaruh Kepedulian Privasi Terhadap Adopsi E-Commerce = Investigating the Effect of Privacy Concerns on E-Commerce Adoption
Ayuningtyas Mustika Dewi, “Investigating the Effect of Privacy Concern on E-Commerce Adoption”, Thesis of Accounting Department Politeknik Negeri Semarang, under the guidance of Dr. M. Noor Ardiansah, S.E., M.Si., Akt. and Prima Ayundyayasti, S.ST., MSIM. July 2024, 68 pages.
This study investigates the adoption of e-commerce in Indonesia, with a focus on privacy concerns, internet safety perceptions, personal interests, and gender differences. The study aims to understand how these factors influence e-commerce acceptance and the willingness to transact online. A quantitative approach was used, employing the Technology Acceptance Model (TAM) and data collected via a questionnaire. The data was analyzed using the Partial Least Squares (PLS) based Structural Equation Modeling (SEM) technique. The results indicate that internet safety perception and personal interest significantly influence e-commerce acceptance and willingness to transact online. However, privacy concerns do not significantly affect e-commerce acceptance but do influence the willingness to transact online. Gender was found to moderate these relationships. The study underscores the need for e-commerce platforms to prioritize internet safety and address privacy concerns to enhance user acceptance and willingness to transact online, considering gender differences in their strategies.
Keywords: E-commerce Adoption, Internet Safety Perception, Privacy Concern, Personal Interest
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