Digital Gold Investment Decisions Through Technology Acceptance: The Influence of Intention

Abstract

This study examines the Technology Acceptance Model (TAM) application in gold investment decisions through digital platforms, focusing on intention\u27s mediating role and gender differences in East Java, Indonesia. Using structural equation modeling (SEM-PLS), data were collected from 254 respondents experienced with digital gold investment platforms through purposive sampling and structured questionnaires assessing perceived ease of use (PEOU), perceived usefulness (PU), intention, and investment decisions. All TAM relationships were statistically significant: PEOU to intention (β = 0,214, p = 0,011), PU to intention (β = 0,666, p < 0,001), and intention to gold investment decision (β = 0,575, p < 0,001). Intention significantly mediated both PEOU-investment and PU-investment relationships. The model explained 74 % of intention variance and 85,1 % of investment decision variance. Geographic limitation to East Java and self-reported data may affect generalizability. Future research should expand scope and incorporate behavioral data. Platform developers should prioritize user-friendly interfaces and utility emphasis. This study contributes novel insights to digital gold investment literature in emerging markets, identifying mediation differences for platform design and marketing strategies