Digital economic potential through eCommerce business, both in the fields of trade, education, retail, fundraising has the opportunity to develop rapidly in Indonesia. Research to test the extent of the effects Image Interactive Technology (IIT), usefulness, easy of Use, and behavioral intention contained in selling goods online to attract customers so that choosing an online shop marketplace becomes convenient online shopping. This research is an explanatory research, the location of this study was conducted in the city of Malang, East Java. Population in study were all people who purchased goods in an online shop through a website or social media with a sample of 204 respondents. techniques analysis using Analysis Statistical Descriptive, Path Analysis and Testing Hypotheses. Analysis results 1). Image Interactive Technology has a effect significant on Behavioral Intention, 2). Perceived Ease of Use and Perceived usefulness have a significant effect on Perceived of Trust, 3). the variable Perceived Ease of Use has a significant effect on the Behavioral Intention variable, 5). The effect of Perceived usefulness has no significant effect on Behavioral Intention, 6). Perceived of Trust has a significant effect on Behavioral Intention variable, 7). Perceived Ease of Use variable has a significant effect on Behavioral Intention through Perceived of Trust variable and 8). Perception Usefulness variable also has a significant influence on Behavioral Intention through the Perceived of Trust variable.

Keywords : Image Interactive Technology, Perceived Ease of Use, Perceived Usefulness, Behavioral Intention and Perceived of Trust.