Technology Acceptanse and Consumer Loyalty on Carousell: The Mediating Role of Consumer Trust

Abstract

This study examines the effect of Technology Acceptance on Consumer Loyalty in the Carousell consumer-to-consumer (C2C) preloved marketplace, with Consumer Trust serving as a mediating variable. A quantitative explanatory and cross-sectional design was employed using survey data from 196 Indonesian Carousell users who had completed at least one transaction on the platform. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.8. The findings show that Technology Acceptance has a positive and significant effect on both Consumer Trust and Consumer Loyalty, while Consumer Trust also has a positive and significant effect on Consumer Loyalty. In addition, Consumer Trust partially mediates the relationship between Technology Acceptance and Consumer Loyalty. These results indicate that perceived usefulness and perceived ease of use not only encourage continued platform use directly but also strengthen loyalty by increasing consumers’ confidence in the platform. This study extends the Technology Acceptance Model into a post-adoption C2C preloved commerce context and highlights the importance of combining platform usability with security, privacy protection, and trust-building mechanisms.