Wedding-Planning Industry in Indonesia: The Influence of Technology Orientation and Trust as Mediating Factors on the Relationship between Entrepreneurial Orientation and e-Commerce Adoption

Abstract

Statistical data has shown that there is a decrease in the number of marriages in Jakarta in the period 2009-2014 with no significant changes in the last 3 years. The millennial generation of brides and grooms are characterized by their adoption of technology and electronic transactions. This research aimed to examine the influence of technology orientation and trust as mediating variables on the correlation between entrepreneurial orientation and intention to adopt the e-commerce platform. The findings suggested that trust factor plays a more important role than technology orientation.