ANALYSIS OF CUSTOMER ACCEP TANCE OF ONLINE TRAVEL AGENT TECH NOLOGY USING UTAUT2 MODEL ( A CASE STUDY ON E - COMMERCE TRAVELOKA IN INDONESIA)

M Melisa, I Indrawati

Abstract

The growth of Internet users in Indonesia has increased rapidly in 2015. It became one of the good market formanufacturers to offer their products through the internet, especially through e-commerce. But when compared with countries inAsia Pacific, Indonesia still ranks second to bottom of the use of e-commerce. Research shows thatonlinespending through e-commerce in Indonesia is dominated by tour and travel services, and Traveloka managed to be ranked first in e-commerce andtravel tour. Thereforethis study choosesTravelokato become the object to seethe factors that effect the consumer acceptancetowardthe service.The model used as a base of this study isTheory of Acceptance and Use of The Technology 2 (UTAUT 2)model.Thevaliddata was obtainedfrom430 respondents. Thedescriptive and causal quantitativeapproacheswereused toanalyse the data.The results of this study showthatvariablesofPerformance Expectancy, Facilitating Condition, HedonicMotivation and Habithave a significant positive effect on Behavioral Intention.

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