The Influence Of Perceived Ease Of Use, Perceived Security And Social Influence On Buying Behavior In Investment Applications With Investment Intention As A Mediating Variable
DOI:
https://doi.org/10.30989/ijess.v4i1.2059Abstract
This study aims to analyze the influence of perceived ease of use on behavioral intention by integrating the Theory of Planned Behavior (TPB) framework. In this context, perceived ease of use is considered as an external factor that can shape users’ attitudes toward behavior, which subsequently affects their intention to use a particular system or technology. The TPB framework explains behavioral intention through three main constructs: attitude, subjective norms, and perceived behavioral control.
This research employs a quantitative approach using survey data collected from respondents who have experience with the system under study. The data were analyzed using statistical techniques, including validity and reliability tests, as well as regression analysis to examine the relationships among variables. The findings reveal that perceived ease of use has a significant positive influence on users’ attitudes, which in turn affects their behavioral intention. Furthermore, attitude, subjective norms, and perceived behavioral control simultaneously contribute to shaping user investment intention. These results indicate that ease of use plays an important role in encouraging positive perceptions and strengthening intention to adopt a system. This study provides both theoretical and practical contributions by extending the TPB model with perceived ease of use as an external variable. It also suggests that system developers should focus on improving usability to enhance positive attitudes and increase user adoption.
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