SKRIPSI DIGITAL
Revealing The Actual Usage of Live Shopping Features: Integrating Extended Technology Acceptance Model = Revealing The Actual Usage of Live Shopping Features: Integrating Extended Technology Acceptance Model
The digital transformation has reshaped how consumers interact with sellers, one of which is marked by the rise of social commerce and the emergence of live shopping features. This study aims to develop a social commerce adoption model by extending the Technology Acceptance Model (TAM) through the integration of external variables such as perceived trust, lifestyle, risk, and efficiency, as well as incorporating actual system usage to evaluate real user behavior. A total of 263 Generation Z respondents who are student in Semarang were selected using convenience sampling techniques. Primary data were collected through an online survey and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4. The results show that perceived usefulness, trust, lifestyle, and efficiency significantly influence users’ attitudes, behavioral intentions, and actual usage of social commerce features. These findings are expected to contribute to the development of a more contextualized technology adoption model, focusing on understanding user behavior toward live shopping features within social commerce platforms.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah