The Influence of Perceived Usefulness and Perceived Ease of Use on Online Purchase Intention Mediated by Perceived Enjoyment

I Made Pradnyana Adi Putra; Gede Suparna

doi:10.55927/eajmr.v5i1.541

Authors

I Made Pradnyana Adi Putra Universitas Udayana, Bali
Gede Suparna Universitas Udayana, Bali

DOI:

https://doi.org/10.55927/eajmr.v5i1.541

Keywords:

Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Online Purchase Intention, Technology Acceptance Model

Abstract

The study identify the influence of perceived usefulness and perceived ease of use on online purchase intention, both directly and indirectly through perceived enjoyment among 112 users of Sociolla's online channel in Denpasar City and Badung Regency, Bali Province, Indonesia. The perceived enjoyment as a mediator is based on an extension of the TAM model that emphasizes the importance of hedonistic aspects in digital consumer behavior, particularly in the beauty industry. Data from an online survey were analyzed using SEM-PLS (SmartPLS 4.0). The results indicate that perceived ease of use and perceived enjoyment significantly influence online purchase intention, while perceived usefulness does not. Perceived enjoyment fully strengthens the effect of perceived usefulness and partially enhances the effect of perceived ease of use on online purchase intention. These findings enrich the development of TAM theory in consumer e-commerce and emphasize the importance of utility, flexibility, and platform customization to increase online purchase intention.

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