preprints.org > social sciences > accounting > doi: 10.20944/preprints202105.0718.v1

Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Version 1 : Received: 29 May 2021 / Approved: 31 May 2021 / Online: 31 May 2021 (09:09:38 CEST)

The obligation to keep a distance from other people due to the pandemic has changed human life patterns, especially in shopping for their primary needs, namely food. The presence of the food marketplace presents new hope in maintaining health and food availability without crowding with other people while shopping. The main problem that is often a concern of the public when shopping online is transaction security and the Ease of use of this food marketplace application. This research is the intensity of using the Food Marketplace in terms of Interest, transaction security, and Ease of use of this application. Researchers analyzed the relationship between variables with the Structural equation model. Respondents who became this sample were 300 application users spread across various major cities in Indonesia. This study's results provide a view that the intensity of the food marketplace's use has increased significantly during the new normal life. This paper's primary value lies in providing a better understanding of consumer behavior in the Indonesian food marketplace that has not been previously researched. By examining the determinants of the intensity of marketplace use in the food sector, it is hoped that this can become the basis for further research.

marketplace platform; consumer interest; ease of use; security; online shopping

SOCIAL SCIENCES, Accounting