User experience and behavioral intention to use e-commerce: A study of digital literacy as a moderating variable

Research about perceived ease of use (PEoU) and perceived usefulness (PU) on behavioral purpose to utilize are generally tested directly (Venkatesh et al., 2012), so it is not clear how PEoU and PU determine behavioral intention to employ, therefore, it is necessary to place user satisfaction (US) as a mediating variable to elucidate the effect of PEoU and PU on behavioral intention. This research is carried out on applications developed by large companies, not on applications of digital entrepreneurship startups. The aim of this study is to look into the elements that have an impact on US and the outcomes resulting from the utilization of digital entrepreneurship startup applications. This study involves conducting a survey to gather research data and information on 122 respondents applying e-commerce microfloriculture. Structural equation modeling (SEM) and SmartPLS are employed for examining the causal connection among constructs. The result of the investigation approves that PEoU, PU, and information quality (IQ) influence continuance to use (CtU) through US and digital literacy (DL) variables, which are proven to moderate relationships of US and CtU. The paper explores the practical implications for managers of digital entrepreneurial startups, considers any constraints or limitations, and offers suggestions for future research.