The Role of Perceived Usefulness and Perceived Ease-of-Use toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China

  • Nicholas Wilson Universitas Bunda Mulia
  • Keni Keni Universitas Tarumanegara
  • Pauline Henriette Pattyranie Tan Universitas Pelita Harapan
Keywords: China Computer Industry, Customer Loyalty, Customer Satisfaction, Perceived Usefulness, Perceived Ease of Use, Trust

Abstract

This study was commenced in order to examine the impact that both perceived usefulness and perceived ease-of-use had toward consumers’ loyalty within the computer industry in China, either directly or indirectly through satisfaction and trust. This current study utilized the survey method; questionnaires were selected as the instrument which would be used to collect all of the data from the respondents. All of the questionnaires were electronically distributed through an online survey site to a total of 400 respondents, who originated from, or were living in, five cities in China. After gathering and assessing all of the collected data, a total of 346 items of data were deemed usable, thus enabling these sets of data to be further analyzed by this study. All of these data were further analyzed using the partial least squares-structural equation modeling (PLS-SEM) method using SmartPLS 3.3.2 software. Based on the results obtained through the data’s analyses, the authors would like to conclude that both perceived usefulness and perceived ease-of-use had a positive and significant impact on customer satisfaction, trust and customer loyalty within China’s computer industry. Furthermore, in this study, both customer satisfaction and trust have been found to positively mediate the impact of perceived usefulness and perceived ease-of-use toward customer loyalty; trust serves as a better mediator compared to satisfaction. Meanwhile, this study contributed to the expansion and the enrichment of the literature in the field of marketing by thoroughly examining the implementation of the technology acceptance model (TAM) in predicting customer loyalty within China’s computer industry.

Author Biographies

Nicholas Wilson, Universitas Bunda Mulia

WILSON, Nicholas is currently a Ph.D Candidate in Marketing Management at Universitas Trisakti, Jakarta, Indonesia, and serves as an Adjunct Lecturer of Management Department at Universitas Bunda Mulia (UBM), Jakarta, Indonesia. He earned his Master’s Degree (2019) in Marketing Management from Universitas Tarumanagara (UNTAR), Indonesia, and his Bachelor’s Degree (2017) in Management from Universitas Pelita Harapan (UPH), Tangerang, Indonesia. Currently, he’s pursuing a Doctoral Degree (Ph.D) in Marketing Management at Universitas Trisakti, Jakarta, Indonesia. His works had been published in various SCOPUS-Indexed International Journal and Nationally-Accredited Journals, such as Gadjah Mada International Journal of Business, International Journal of Management Practice, Advances in Economics, Business and Management Research; Business Management Journal, Journal of Business & Applied Management, Jurnal Manajemen & Pemasaran Jasa, DeReMa Jurnal Manajemen, Jurnal Muara Ilmu Ekonomi dan Bisnis, Jurnal Manajemen Bisnis dan Kewirausahaan, Jurnal Muara Ilmu Sosial, Humaniora, dan Seni; and Jurnal Manajemen Indonesia. He has also actively presented and published his articles in various international conferences. His works mainly focus on the topics of Consumer Behavior, General Marketing, Service Marketing, Sports Marketing, Quantitative Research, E-Commerce, Digital Marketing, International Marketing, Brand Management, Green Marketing, and Cross-Cultural Management.

Keni Keni, Universitas Tarumanegara

KENI, Keni, is a Senior Business Management Lecturer and currently serves as the Head of Undergraduate Management Department at Faculty of Economics and Business, Universitas Tarumanagara (UNTAR), Jakarta, Indonesia. He earned his Doctorate Degree (2015) in Management from Universiti Sains Malaysia (USM), Malaysia, and both of his Master’s Degree (2000) and Bachelor’s Degree (1999) in Management from Universitas Tarumanagara (UNTAR), Jakarta, Indonesia. His works had been published in various Nationally and International-Reputable Journals, such as the Journal of Brand Management, Anatolia (An International Journal of Tourism and Hospitality Research), Asia-Pacific Journal of Business Administration, Gadjah Mada International Journal of Business, International Journal of Management Practice, Advances in Economics, Business and Management Research; Jurnal Manajemen & Pemasaran Jasa, and DeReMa Jurnal Manajemen. He has also presented and published his papers in various national and international conferences. His research focuses on the topic of Consumer Behavior, General Marketing, Digital Marketing, International Marketing, Branding, and Green Marketing.

Pauline Henriette Pattyranie Tan, Universitas Pelita Harapan

TAN, Pauline Henriette Pattyranie, is a Senior Business Management Lecturer at Universitas Pelita Harapan (UPH), Tangerang, Indonesia. Currently, she also serves as the Head of DRM (Doctor of Research in Management) Program at Universitas Pelita Harapan (UPH), Tangerang, Indonesia. She earned her Doctorate Degree (2011) in Economics from Universitas Gadjah Mada (UGM), Indonesia, her Master’s Degree (1999) in Economics from Universitas Padjajaran, Bandung, Indonesia, and her Bachelor’s Degree (1992) in Economics from Universitas Sam Ratulangi, Manado, Indonesia. Her works had been published in various Nationally and International-Reputable Journals, such as the Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, Gadjah Mada International Journal of Business, Jurnal Ilmiah Manajemen & Akuntansi, and International Journal of Advanced Science and Technology. She also actively participated and published her articles in various nationally and internationally-reputable conferences. Her research focuses on the topic of Microeconomics, Macroeconomics, Managerial Economics, Econometrics, International Economics, General Marketing, International Trade, International Marketing, E-Commerce, Organizational Management, International Business Management, and Green Marketing.

References

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Published
2021-08-08
How to Cite
Wilson, N., Keni, K., & Tan, P. H. P. (2021). The Role of Perceived Usefulness and Perceived Ease-of-Use toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262-294. Retrieved from https://jurnal.ugm.ac.id/v3/gamaijb/article/view/15755