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Analysis of Consumers’ Intention to Use Smartphone-Based Application in Purchasing Organic Agricultural Products

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Proceeding of the 2nd International Conference on Tropical Agriculture

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Abstract

Recently, there have been many emerging smartphone-based applications that are used in marketing activities including agricultural products. However there has not much published about what drives people to engage in online purchasing of agriculture products. This study aims to reveal the factors that influence the intention to use smartphone-based application in purchasing organic agriculture products. The smartphone-based application used in this study namely Kecipir. Samples were taken by non-probabilistic method of consumers who intend to use Kecipir application to buy organic agriculture products, with the sample of 150 respondents in Jabodetabek area of Indonesia. Data analysis using Structural Equation Modeling (SEM), while technique research conducted by survey with the online questionnaire as a tool of data collection. The result showed that all variables used in this study, namely compatibility, altruism, perceived risk, perceived ease of use, and perceived usefulness were significant determinant factors of behavioral intention to use Kecipir, whether it directly influenced intention or indirectly influence intention through attitude toward using the application. The limitations of this study will be discussed further.

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Abbreviations

AL:

Altruism

APJII:

Association of Internet Network Providers Indonesia

ATU:

attitude toward using

AU:

actual usage

AVE:

Average Variance Extracted

BI:

behavioral intention to use

C:

Compatibility

CFA:

Confirmatory Factor Analysis

CFI:

comparative fit index

GFI:

goodness of fit index

IDT:

Innovation Diffusion Theory

MI:

modification indices

NFI:

normed fit index

PE:

perceived ease of use

PR:

perceived risk

PU:

perceived usefulness

RMR:

root mean square residual

RMSEA:

root mean square error of approximation

SEM:

Structural Equation Modeling

TAM:

Technology Acceptance Model

TLI:

Tucker-Lewis Index

TRA:

Theory of Reasoned Action

X2 :

Chi Square

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Acknowledgments

The authors gratefully acknowledge the valuable suggestions and comments of the reviewer of International Conference on Tropical Agriculture 2017 on earlier drafts of this paper as well as the Editor for Springer-ICTA Proceeding 2017.

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Authors and Affiliations

  1. Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta, Indonesia

    Anggarda Paramita Imawati, Sri Marwanti & Heru Irianto

Authors
  1. Anggarda Paramita Imawati
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  2. Sri Marwanti
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  3. Heru Irianto
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Editor information

Editors and Affiliations

  1. Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia

    Anggoro Cahyo Sukartiko

  2. Faculty of Biology, Universitas Gadjah Mada, Yogyakarta, Indonesia

    Tri Rini Nuringtyas

  3. Faculty of Biology, Universitas Gadjah Mada, Yogyakarta, Indonesia

    Siti Nurleily Marliana

  4. Department of Fishery, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta, Indonesia

    Alim Isnansetyo

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Imawati, A.P., Marwanti, S., Irianto, H. (2018). Analysis of Consumers’ Intention to Use Smartphone-Based Application in Purchasing Organic Agricultural Products. In: Sukartiko, A., Nuringtyas, T., Marliana, S., Isnansetyo, A. (eds) Proceeding of the 2nd International Conference on Tropical Agriculture. Springer, Cham. https://doi.org/10.1007/978-3-319-97553-5_9

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