The Interest of Technology Adoption in E-Commerce Mobile Apps Using Modified Unified Theory of Acceptance and Use of Technology 2 in Indonesia

Abstract

The development of e-commerce in Indonesia rapidly grows along with the consumer preference for online shopping. This study aims to analyze people’s interest in adopting popular e-commerce mobile apps in Indonesia with the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) approach. Of the many e-commerce in Indonesia, only five popular e-commerce are the focus of this study. The quantitative method with the verification type was adopted. A survey was conducted and questionnaires were distributed online toward 400 respondents who are users of popular e-commerce in Indonesia. The collected data was analyzed using Partial Least Square (PLS). The findings show that performance expectations and promotion conditions have a significant effect on behavioral intentions, and habits and behavioral intentions have a significant effect on use behavior. The moderator variable of age has a significant effect on the relationship between habit and use behavior, while price value, hedonic motivation, and habit on behavioral intention are moderated by the age variable. Gender variable as the second moderator did not have a significant effect on all relationships. The results can be used by e-commerce as an evaluation and map out future marketing strategies.

Case Study of Successful Utilization of Digital Technology Innovations Determinants of Cooperative Institutions in Bali: The Impact of the Covid-19 Pandemic

“…Software, tools, and IT infrastructure will increase the expectations of individuals or organizations to work better (Zuiderwijk et al, 2015). Performance expectations were found significantly affect the use of online technology (Alamanda et al, 2021). Furthermore, performance expectations have a level of benefits in certain activities due to technology use (Alalwan et al, 2018;Merhi et al, 2019).…”

“…Technology is a strategic necessity required for any company to stay in business (Fuentelsaz, Gómez, & Palomas, 2012). In the industrial era of 4.0, ICT is inseparable from people's lives because ICT has a positive impact in all fields, especially with demands for time and cost efficiency (Alamanda, Wibowo, Munawar, & Nisa 2021). Singh, Sharma, and Dhir (2021) confirmed that company managers feel confident that the utilization and use of digital technology is a strategic way to increase the company's competitiveness.…”

Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia?

“…This study measures convenience in terms of payment method, types of products and delivery services. The growth of online shopping has also successfully boosted the activity in online banking services, especially payment services (Alamanda, Wibowo, Munawar, & Nisa, 2021). Online payments enable cashless payments and reduce contact with others.…”

Strategies Implemented by Mcdonald’s to Fulfill Customers’ Demand Around Asia

“…Perceived Usefulness Davis (1989;1993), according to the idea of perceived usefulness, an individual perceives that using emerging innovations will boost or enhance their productivity. Davis (as cited in Alamanda, Wibowo, Munawar, & Nisa, 2021) states that perceived usefulness is a person's level of belief that using a system will improve the performance of the work done. Customers' opinions of how convenient and straightforward it is for them to purchase dishes from McDonald's takeout are evaluated by perceived convenience when this understanding is employed in the context of McDonald's satisfying their clients' requests.…”