CAUSAL RELATIONSHIP MODEL OF UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY THAT AFFECT APPLICATION ON SMARTPHONE ALIEXPRESS USING BEHAVIOR FOR PEOPLE LIVING IN THAILAND

Abstract

The objectives of this research were to develop the causal relationship model of unified theory of acceptance and use of technology that affect the AliExpress application on smartphone behavioral for people who live in Thailand and to validate the concordance of the causal model with the empirical data. There were 400 respondents from the online questionnaire using accidental sampling method. Empirical cause with the estimator for 7 levels was conducted using the Structural Equation Modeling analysis technique. The model relies on Unified Theory of Acceptance and Use of Technology (UTAUT) that consists of 6 points as follows: 1. The performance expectancy of using AliExpress shopping smartphone application; 2. The effort expectancy in using AliExpress shopping smartphone application on the smartphone; 3. The social influence in using AliExpress shopping application on the smartphone; 4. Facilitating conditions in using AliExpress shopping application on the smartphone; 5. Behavior intention in using AliExpress shopping application on the smartphone; 6. The behavior of using AliExpress shopping application on the smartphone; which from the pattern analysis using the model, it is found that there are good relations with Chi-square statistic = 504.870, the degree of freedom: df = 275, CMIN/df = 1.836, GFI = 0.945, AGFI = 0.900, RMR = 0.079 and RMSEA = 0.040. This result means that there was a significant influence in both directly and indirectly. This research can be applied to use as the guideline in the development and user experience design of other smartphone applications.