UTAUT2 Analysis on the Use of On-Demand Services Application with Perceived Privacy as Moderating Effect

DOI

10.2991/aebmr.k.210831.104How to use a DOI?

Keywords

UTAUT2, on-Demand Services Application, Perceived Privacy

Abstract

Indonesia has a large population and the growth of smartphone users in recent years defines a potential market for digital products. Establishment of the internet and technology advances creates innovations in various industry that allow consumers to access product and services easily and seamlessly. As consumer behavior is changing, digital service provider develops an online platform, which can be accessed anytime and anywhere, to fulfill consumer’s needs and wants in the form of On-Demand Services application. Products or services can be easily ordered by consumers in “one-click” on the mobile application and will be delivered to the consumers immediately. By the time, On-Demand Services application provider scales up their business portfolio to high-contact services in several new categories namely housing or cleaning, laundry, repair services, health, and beauty. These new categories offer personalized services as well. This study analyzed the consumer’s intention to use On-Demand Services application by examining variables in Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). Data collected from respondents were analyzed using structural equation modeling (SEM) technique. The findings of this study indicated significant positive impact caused by performance expectancy, effort expectancy, habit, and immediacy. However, consumer’s acceptance of this kind of technology was also affected by their perceived privacy as they start to concern about personal information exchanging occurred during consumption of the services. This study found that the consumer’s intention to use On-Demand Services Application impacted by habit was weakened by their perceived privacy.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dewi Noraga Lumban Batu
AU  - Yeshika Alversia
PY  - 2021
DA  - 2021/09/02
TI  - UTAUT2 Analysis on the Use of On-Demand Services Application with Perceived Privacy as Moderating Effect
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 534
EP  - 539
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.104
DO  - 10.2991/aebmr.k.210831.104
ID  - Batu2021
ER  -