FACTORS AFFECTING ON UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 (UTAUT2) TOWARD INTENTION AND USE BEHAVIOR OF INDONESIAN WIFI @WIFI.ID INTERNET SERVICES (A Study at Telkom University Bandung 2016)

Wanda Septian, Khairani Ratnasari Siregar

Abstract

Indonesian WiFi @wifi.id is the most popular WiFi-based internet service in Indonesia which combines the advantages of mobility owned by cellular network and reliable quality of cable network. However, the rate of user adoptions in using this service is still low. Therefore, it is important to know the factors that influence user’s intention and behavior of @wifi.id internet service. This research will determine the factors of user’s preferences using @wifi.id services and the factors of intention influence and use behavior in using @wifi.id services based on UTAUT 2 Model. This research uses 420 respondents of @wifi.id internet service users in Telkom University. Using questionnaire as the main data collection tool consisting of user preference questions and 28 items of statements covering nine construct variables. Traditional conjoint analysis with regression is used to test user preference and the measurement uses Structural Equation Modelling (SEM) with LISREL 8.80 and AMOS 22 for moderating variables measurement. The results of this research suggest that frequency of usage is an important factor in @wifi.id user’s preferences. UTAUT2 factors which contribute to the Behavioral Intention are Habit, Price Value, Facilitating Condition, Effort Expectancy, and Performance Expectancy. Those factors contribute as much as 61%, while, factors which contribute to the Use Behavior are Behavioral Intention and Habit as much as 53%. It is proven that Age moderates the impact of Social Influence and Price Value on Behavioral Intention, while Gender moderates the impacts of Social Influence and Hedonic Motivation on Behavioral Intention along with Habit on Use Behavior. Experience is proven to moderate the influences of Facilitating Condition and Hedonic Motivation on Behavioral Intention along with Habit on Use Behavior.

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