The Consumer Acceptance of Traveloka Mobile App Affects Behavioral Intention: Analyzing 7 Factors of Modified Utaut2 (Study Case in Indonesia)

Abstract

Abstract The transition of online business from website to mobile-app-based is increasing as the times progress. Thus, Traveloka, one of the largest online travel agents in Indonesia, which provided flight ticket and hotel room booking service via a website, began to create a mobile app that can be accessed by using smartphone to provide convenience to potential buyers with superior and updated features. The purpose of this study is to analyze the factors in modified UTAUT2 model consisting of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Perceived Security, and Habit which influence consumer behavior in Indonesia in using Mobile Traveloka application. Quantitative studies with causal types were used in this study. While the Analysis Method using Partial Least Square with the help of SmartPLS 2.0 program. The data used are 103 data from valid respondent who ever used Traveloka mobile app and domiciled in Indonesia collected through online questionnaire using purposive sampling method. The result shows that Habit and Performance Expectancy influence the Behavioral Intention on the use of Traveloka mobile app service in Indonesia and the moderate variables of Age influence Performance Expectancy on Behavioral Intention, while Education Level influence Habit on Behavioral Intention. Keyword: mobile application, technology acceptance, UTAUT2, behavioral intention.