INTEGR?TION THE UT?UT2 MODEL: ?DOPTION OF E-COMMERCE AS SOLUTION FOR F?SHION INDUSTRY IN B?NDUNG F?CING THE COVID-19 P?NDEMIC

Abstract

Fashion sector in B?ndung, which has been increasing every year, has to be balanced with the use of digitalization and the most up-to-date technology. Otherwise, it would be a very negative experience for the city's residents. ?p?rt from the incre?se in the number of internet users, the online shopping style by the community is ?lso one of the driving forces for the growth of e-commerce, especi?lly in the midst of the current Covid p?ndemic situ?tion. This study will ex?mine the ?doption of e-commerce technology to sell online in the midst of the Covid p?ndemic to f?shion industry pl?yers in B?ndung using these v?ri?bles: effort expect?ncy, perform?nce expect?ncy, f?cilit?ting conditions, soci?l influence, existing h?bits, hedonic motiv?tion, and also the price v?lue in the UT?UT2 model. So th?t it c?n show how the contribution of the ?doption of e-commerce technology to the beh?viour?l intention ?nd use behaviour of the f?shion industry consumers in B?ndung. Our research use qu?ntit?tive approach, c?us?l research/study with Structur?l Equ?tion Modeling (SEM) ?n?lysis technique using the SM?RTPLS 3.2.9 softw?re. Rese?rchers chose the ?ccident?l s?mpling with ? tot?l of 400 respondents. ?ll exogenous v?ri?bles ?ffect beh?viour?l intention by 80.9% ?nd 54.9% on use beh?viour. This study finds empiric?l evidence th?t the v?ri?ble effort expect?ncy, perform?nce expect?ncy, f?cilit?ting conditions, soci?l influence, existing h?bits, hedonic motiv?tion, and also the price v?lue ?re f?ctors th?t encour?ge interest in using e-commerce technology (behaviour?l intention) ?nd h?bits (use behaviour) to shop online by f?shion industry consumers in the B?ndung ?re?.