The Effect of Ease of Access, Socialization, and Technological Knowledge on Behavioral Interest Moderated by Digital Literacy (Empirical Study on the Use of Smart Websites)

Ghufron Gilang Romadon, Alifah Ratnawati

Abstract


The purpose of this study is to determine the effect of ease of access, socialization and technological knowledge on behavioral interest moderated by digital literacy (an empirical study on the use of the Smart website). Respondents in this study were 384 smart website users who were determined by the accidental sampling method. This empirical study is explanatory quantitative research using a Structural Equation Model (SEM) based on Partial Least Square (PLS) with the help of the SmartPLS.4 program as a data analysis tool. The results of the study indicate that ease of access does not significantly influence behavioral interest in using the PINTAR website, socialization has a positive and significant effect on behavioral interest in using the PINTAR website, digital literacy is proven to be able to moderate the relationship between ease of access and behavioral interest in using the PINTAR website, digital literacy also plays a role in moderating the relationship between socialization and behavioral interest, and digital literacy positively moderates the relationship between technological knowledge and behavioral interest in using the PINTAR website.


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