Pengaruh Perceived Usefulness dan Perceived Interactivity terhadap Actual System Usage Chatbot: Peran Mediasi Attitude Toward Using pada E-Commerce Shopee
DOI:
https://doi.org/10.52333/strategi.v16i2.2184Keywords:
perceived usefulness, perceived interactivity, attitude toward using, actual system usage, chatbotAbstract
The growing use of chatbots in e-commerce customer service does not necessarily translate into consumers’ willingness to genuinely use them, making it important to further investigate the factors explaining actual chatbot usage. This study aims to analyze the influence of Perceived Usefulness and Perceived Interactivity on the Actual System Usage of Shopee’s chatbot, both directly and through the mediation of Attitude Toward Using. It positions Perceived Interactivity as an antecedent parallel to Perceived Usefulness within the Technology Acceptance Model and examines actual usage, rather than intention, as the outcome. A quantitative explanatory survey design was employed involving 150 valid respondents who were active Shopee users residing in East Java Province and had used Shopee’s customer service chatbot within the past six months, selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 3 software. The results show that Perceived Usefulness and Perceived Interactivity have a positive and significant effect on Attitude Toward Using, and Attitude Toward Using has a positive and significant effect on Actual System Usage, whereas the direct effects of Perceived Usefulness and Perceived Interactivity on Actual System Usage are not shown to be significant. Mediation testing indicates significant indirect effects through Attitude Toward Using for both antecedents (indirect-only mediation), with a larger mediated share for Perceived Usefulness than for Perceived Interactivity. These findings indicate that the influence of perceived usefulness and interaction quality on actual chatbot usage is channeled through attitude, more so for usefulness, suggesting that improvements in functional benefits and interaction quality should be accompanied by strategies that build positive user attitudes.
Abstrak
Pertumbuhan penggunaan chatbot pada layanan pelanggan e-commerce belum tentu diikuti oleh kesediaan konsumen untuk benar-benar menggunakannya, sehingga faktor-faktor yang menjelaskan penggunaan aktual chatbot masih penting untuk digali lebih lanjut. Penelitian ini bertujuan menganalisis pengaruh Perceived Usefulness dan Perceived Interactivity terhadap Actual System Usage chatbot Shopee, baik secara langsung maupun melalui mediasi Attitude Toward Using. Penelitian ini memosisikan Perceived Interactivity sebagai anteseden yang sejajar dengan Perceived Usefulness dalam Technology Acceptance Model dan menguji penggunaan aktual, bukan intention, sebagai luaran. Penelitian menggunakan desain survei eksplanatori kuantitatif dengan 150 responden valid yang merupakan pengguna aktif Shopee di Provinsi Jawa Timur dan pernah menggunakan chatbot layanan pelanggan Shopee dalam enam bulan terakhir, dipilih melalui purposive sampling. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan bahwa Perceived Usefulness dan Perceived Interactivity berpengaruh positif dan signifikan terhadap Attitude Toward Using, serta Attitude Toward Using berpengaruh positif dan signifikan terhadap Actual System Usage, sedangkan pengaruh langsung Perceived Usefulness dan Perceived Interactivity terhadap Actual System Usage tidak terbukti signifikan. Sikap (Attitude Toward Using) memediasi penuh (indirect-only mediation) pengaruh Perceived Usefulness dan Perceived Interactivity terhadap penggunaan aktual chatbot, dengan porsi mediasi yang lebih dominan pada aspek manfaat., sehingga peningkatan manfaat dan kualitas interaksi chatbot Shopee perlu disertai strategi pembentukan sikap positif pengguna.
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Copyright (c) 2026 Muhammad Nauval Daffa Agresdiant, Ratih Amelia, Muhammad Fachmi, Achmad Fitro
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