THE ROLE OF TRUST AS A MEDIATION BETWEEN THE EFFECT OF PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE TO INTEREST TO BUY E-BOOK

• Main Authors: Rr. Fradiani Eka Yudiarti, Astrid Puspaningrum
• Format: Article
• Language: English
• Published: University of Brawijaya 2018-09-01
• Series: Jurnal Aplikasi Manajemen
• Subjects: TAM; Perceived usefulness (PU); Perceived ease of use (PEOU); Trust; Intention to buy an e-book
• Online Access: http://jurnaljam.ub.ac.id/index.php/jam/article/view/1332

The purpose of this study is to know and explain whether the benefits and ease of using e-books affect the interest in buying e-books. This research is intended to explain and analyze whether the trust mediated the effect of perceived usefulness and perceived ease of use on the intention to buy e-books. This study examines the interest of buying ebooks. By adopting the TAM model, this study proposed trust as a mediator of perceived usefulness and perceived ease of use influence on intention to buy an e-book. The hypotheses were tested statistically using the SEM-PLS model. The results of this study indicate that perceived usefulness has no significant effect on the intention to buy an e-book, Perceived ease of use has a significant effect to the intention to buy e-books, and trusts have been significantly mediated the effect of perceived usefulness and perceived ease of use on the intention to buy an e-book.