Analysis of Consumer Behavior in the Usage of OVO in the Special Region of Yogyakarta Province: Integration of Theory Acceptance Model and Extended Theory of Planned Behavior
Abstract
This research aims to investigate consumer behavior in using OVO in DIY Province through the integration of the Theory Acceptance Model (TAM) and the Extended Theory of Planned Behavior (TPB). The object of this research was carried out in DIY Province with a total sample of 203 respondents who met the criteria. Research data was obtained through distributing questionnaires online which was then processed via Smart PLS to determine the influence between the variables tested. The research results found that perceived benefits and perceived ease of use influence attitudes towards using the OVO application. Besides that, attitudes, subjective norms and perceived behavioral control have a significant effect on behavioral intentions in using the OVO application. Research shows that perceived usefulness (β=0.405) has a stronger influence on attitudes compared to perceived ease of use (β=0.151). Meanwhile, perceived behavioral control (β=0.532) has a higher influence on behavioral intentions compared to attitudes (β=0.241) and subjective norms (β=0.130).
Full Text:
PDFReferences
Acikgoz F, Elwalda A, De Oliveira MJ. Curiosity on Cutting-Edge Technology via Theory of Planned Behavior and Diffusion of Innovation Theory. Int J Inf Manag Data Insights. 2023;3(1).
Agag G, El-Masry AA. Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust. Comput Human Behav [Internet]. 2016;60:97–111. Available from: http://dx.doi.org/10.1016/j.chb.2016.02.038
Ajzen I. The Theory of Planned Behavior, Organizational Behavior And Human Decision Processes. In Amherst: Academia Press Inc.; 1991. p. 179–211.
Ajzen I. Understanding attitudes and predicting social behavior Prentice-Hall Inc. Fishbein, M. 1980;
Albayati H, Alistarbadi N, Jeung J. Telematics and Informatics Reports Assessing engagement decisions in NFT Metaverse based on the Theory of Planned Behavior ( TPB ). 2023;10(December 2022).
Alkhowaiter WA. Use and behavioural intention of m-payment in GCC countries: Extending meta-UTAUT with trust and Islamic religiosity. J Innov Knowl [Internet]. 2022;7(4):100240. Available from: https://doi.org/10.1016/j.jik.2022.100240
Amankwa E, Amissah G, Okoampa-Larbi R. Cashless economy – the nexus of COVID-19 and E-wallet usage intentions: a multi-group analysis between formal and informal sector workers in Ghana. J Sci Technol Policy Manag. 2023;
APJII. Profil Internet Indonesia 2022. 2022;(June):10. Available from: apji.or.id
Ariffin SK, Abd Rahman MFR, Muhammad AM, Zhang Q. Understanding the consumer’s intention to use the e-wallet services. Spanish J Mark - ESIC. 2021;25(3):446–61.
Ashraf MA. Use of bounded rationality theory to understand participation of women in Islamic microfinance. Enterp Dev Microfinance. 2018;29(3–4):186–208.
Bagla RK, Sancheti V. Gaps in customer satisfaction with digital wallets: challenge for sustainability. J Manag Dev. 2018;37(6):442–51.
Bashir I, Madhavaiah C. Consumer attitude and behavioural intention towards Internet banking adoption in India. J Indian Bus Res. 2015;7(1):67–102.
Chawla D, Joshi H. Consumer attitude and intention to adopt mobile wallet in India – An empirical study. Int J Bank Mark. 2019;37(7):1590–618.
Cooper DR, Schindler PS. Business Research Methods: 12th Edition - Donald Cooper, Pamela Schindler. McGraw-Hill Higher Education. 2014.
Daragmeh A, Lentner C, Sági J. FinTech payments in the era of COVID-19: Factors influencing behavioral intentions of “Generation X” in Hungary to use mobile payment. J Behav Exp Financ [Internet]. 2021;32:100574. Available from: https://doi.org/10.1016/j.jbef.2021.100574
Daragmeh A, Sági J, Zéman Z. Continuous intention to use e-wallet in the context of the covid-19 pandemic: Integrating the health belief model (hbm) and technology continuous theory (tct). J Open Innov Technol Mark Complex. 2021;7(2).
Davis FD, Bagozzi RP, Warshaw PR. User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Manage Sci. 1989;35(8):982–1003.
Davis FD. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q Manag Inf Syst. 1989;13(3):319–39.
Esfandiar K, Pearce J, Dowling R, Goh E. Journal of Outdoor Recreation and Tourism The extended theory of planned behaviour model and national parks visitors ’ pro-environmental binning behaviour : A cross-cultural perspective. J Outdoor Recreat Tour [Internet]. 2023;42(December 2022):100602. Available from: https://doi.org/10.1016/j.jort.2022.100602
Ferdinand A. Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi,Tesis Dan Disertasi Ilmu Manajemen. Edisi kelima. Badan Penerbit Universitas Diponegoro. 2014.
Fishbein M, Ajzen I. Belief, Attitude, and Behaviour: An Introduction to Theory and Research. Belief, Attitude, Behav An Introd to Theory Res. 1975;
Flavian C, Guinaliu M, Lu Y. Mobile payments adoption – introducing mindfulness to better understand consumer behavior. Int J Bank Mark. 2020;38(7):1575–99.
Fretschner M, Weber S. Measuring and understanding the effects of entrepreneurial awareness education. J Small Bus Manag. 2013;51(3):410–28.
Gupta A, Yousaf A, Mishra A. How pre-adoption expectancies shape post-adoption continuance intentions: An extended expectation-confirmation model. Int J Inf Manage [Internet]. 2020;52(January 2020):102094. Available from: https://doi.org/10.1016/j.ijinfomgt.2020.102094
KataData. Dompet Digital Makin Diminati [Internet]. 2022. Available from: https://katadata.co.id/dinihariyanti/infografik/639fe20e7f7e1/dompet-digital-makin-diminati
KataData. OVO Jadi Dompet Digital Terbesar di Indonesia Berkat Ekosistem Grab [Internet]. 2019. Available from: https://katadata.co.id/pingitaria/digital/5e9a4e6c28da0/ovo-jadi-dompet-digital-terbesar-di-indonesia-berkat-ekosistem-grab
Lee MC. Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electron Commer Res Appl [Internet]. 2009;8(3):130–41. Available from: http://dx.doi.org/10.1016/j.elerap.2008.11.006
Liu K, Or CK, So M, Cheung B, Chan B, Tiwari A, et al. A longitudinal examination of tablet self-management technology acceptance by patients with chronic diseases: Integrating perceived hand function, perceived visual function, and perceived home space adequacy with the TAM and TPB. Appl Ergon [Internet]. 2022;100:1–10. Available from: https://doi.org/10.1016/j.apergo.2021.103667
Ly B, Ly R. Internet banking adoption under Technology Acceptance Model—Evidence from Cambodian users. Comput Hum Behav Reports [Internet]. 2022;7(July):100224. Available from: https://doi.org/10.1016/j.chbr.2022.100224
Meng B, Lee MJ, Chua BL, Han H. An integrated framework of behavioral reasoning theory, theory of planned behavior, moral norm and emotions for fostering hospitality/tourism employees’ sustainable behaviors. Int J Contemp Hosp Manag. 2022;34(12):4516–38.
Mohammadi H. Investigating users’ perspectives on e-learning: An integration of TAM and IS success model. Comput Human Behav [Internet]. 2015;45:359–74. Available from: http://dx.doi.org/10.1016/j.chb.2014.07.044
Nadlifatin R, Persada SF, Clarinda M, Handiwibowo GA, Laksitowati RR, Prasetyo YT, et al. Social media-based online entrepreneurship approach on millennials: A measurement of job pursuit intention on multi-level marketing. Procedia Comput Sci [Internet]. 2021;197:110–7. Available from: https://doi.org/10.1016/j.procs.2021.12.124
Naeem M, Jawaid ST, Mustafa S. Evolution of modified TAM associated with e-banking services adoption: a systematic PRISMA review from 1975 to 2021. J Model Manag. 2022;
Natasia SR, Wiranti YT, Parastika A. Acceptance analysis of NUADU as e-learning platform using the Technology Acceptance Model (TAM) approach. Procedia Comput Sci [Internet]. 2021;197(2021):512–20. Available from: https://doi.org/10.1016/j.procs.2021.12.168
Nguyen-Phuoc DQ, Su DN, Nguyen MH, Vo NS, Oviedo-Trespalacios O. Factors influencing intention to use on-demand shared ride-hailing services in Vietnam: risk, cost or sustainability? J Transp Geogr [Internet]. 2022;99(February):103302. Available from: https://doi.org/10.1016/j.jtrangeo.2022.103302
Olya HGT, Bagheri P, Tümer M. Decoding behavioural responses of green hotel guests: A deeper insight into the application of the theory of planned behaviour. Int J Contemp Hosp Manag. 2019;31(6):2509–25.
Oteng-Peprah M, de Vries N, Acheampong MA. Households’ willingness to adopt greywater treatment technologies in a developing country – Exploring a modified theory of planned behaviour (TPB) model including personal norm. J Environ Manage [Internet]. 2020;254(October 2019):109807. Available from: https://doi.org/10.1016/j.jenvman.2019.109807
Rawashdeh A. Factors affecting adoption of internet banking in Jordan: Chartered accountant’s perspective. Int J Bank Mark. 2015;33(4):510–29.
Rejali S, Aghabayk K, Esmaeli S, Shiwakoti N. Comparison of technology acceptance model, theory of planned behavior, and unified theory of acceptance and use of technology to assess a priori acceptance of fully automated vehicles. Transp Res Part A Policy Pract [Internet]. 2023;168:1–20. Available from: https://doi.org/10.1016/j.tra.2022.103565
Sarmah R, Dhiman N, Kanojia H. Understanding intentions and actual use of mobile wallets by millennial: an extended TAM model perspective. J Indian Bus Res. 2020;13(3):361–81.
Singh N, Sinha N, Liébana-Cabanillas FJ. Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence. Int J Inf Manage [Internet]. 2020;50(April 2019):191–205. Available from: https://doi.org/10.1016/j.ijinfomgt.2019.05.022
Wu IL, Chen JL. An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: An empirical study. Int J Hum Comput Stud. 2005;62(6):784–808.
Yao Y, Wang P, Jiang YJ, Li Q, Li Y. Innovative online learning strategies for the successful construction of student self-awareness during the COVID-19 pandemic: Merging TAM with TPB. J Innov Knowl [Internet]. 2022;7(4):100252. Available from: https://doi.org/10.1016/j.jik.2022.100252
Zhu DS, Lin TC Te, Hsu YC. Using the technology acceptance model to evaluate user attitude and intention of use for online games. Total Qual Manag Bus Excell. 2012;23(7–8):965–80.
DOI: https://doi.org/10.31315/jubir.v3i1.12252
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Contact Us:
|