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All Journal Jurnal Teknologi Informasi dan Ilmu Komputer Journal of Educational Science and Technology Jurnal Sistem dan Informatika Seminar Nasional Informatika (SEMNASIF) Journal of Information Systems Engineering and Business Intelligence Sistemasi: Jurnal Sistem Informasi ARISTO Jurnal Ilmiah FIFO Emerging Science Journal Applied Information System and Management RESEARCH : Computer, Information System & Technology Management bit-Tech JURNAL ELEKTRO DAN INFORMATIKA SWADHARMA (JEIS) Global Research on Tourism Development and Advancement (GARUDA) BACA: Jurnal Dokumentasi dan Informasi
Mardiana Purwaningsih
Faculty Of Information Technology, Perbanas Institute, Indonesia
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Applied Information System and Management

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Online-to-Offline (O2O) E-Commerce Adoption Using Technology Acceptance Model 3 (TAM 3): The Case of GrabKios Togatorop, Elwin Jusuf; Purwaningsih, Mardiana
Applied Information System and Management (AISM) Vol. 8 No. 2 (2025): Applied Information System and Management (AISM)
Publisher : Depart. of Information Systems, FST, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aism.v8i2.46688

Abstract

The rapid growth of digital technology has streamlined workflows and accelerated information exchange. However, it has also introduced risks such as data theft and online fraud, which make people hesitant to engage in online transactions. To address these concerns, platforms such as GrabKios have introduced online-to-offline (O2O) solutions, enabling users to order goods online through local agents and pay in cash. While GrabKios shows strong potential, its adoption remains limited, particularly among small kiosk (warung) owners who face difficulties navigating the app. This study examines the factors influencing the use of GrabKios by applying the Technology Acceptance Model 3 (TAM3). A total of 108 respondents participated in the survey. The findings indicate that perceived usefulness significantly influences behavioural intention; however, adoption does not occur unless the app is user-friendly. Usability issues, therefore, remain a significant barrier to broader adoption. These results underscore the importance of intuitive interface design and user-friendly features in promoting the broader adoption of O2O e-commerce applications. This research contributes to the field by extending the application of TAM3 in the O2O context, which remains underexplored. It offers practical implications for developers in designing simpler and more accessible digital platforms.
Co-Authors Alfian Alfian Athaya, Hisyam Budi Indiarto Capsa, Nisna Hendrawati Dewi, Ra'idah Naufaliana Dwi Atmodjo Wismono Prapto Dwi Atmodjo Wismono Prapto, Dwi Atmodjo Wismono Dwi Atmodjo WP Ekawati Marlina, Ekawati Ekosiwi, Embun Kenyowati Elkaf Fahrezi Soebianto Putra Fajar, Yusuf Nur Faried, Mochammad Isnin Farisya Setiadi Fathia Prinastiti Sunarso Gaez, Muhammad Rizky Gurning, Rizon Roken Imairi Eitiveni Malvin, Gregorius Armando Mardiyah, Aini Mawar Muh Syaiful Romadhon Nofaldo, Rafli Purwandari, Betty Rima Alviani Riwoe, Abigayl Priscyla Riyadhusholihah, Riyadhusholihah Sipahutar, Rosen Sisilianingsih, Sari Togatorop, Elwin Jusuf Wicaksono, Fandan Dwi Nugroho