UTAUT2 Analysis on The Use of On-Demand Services Application with Perceived Privacy as Moderating Effect Dewi Noraga Lumban Batu, Yeshika Alversia
Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia Jl. Salemba Raya No.4, Jakarta 10430
Indonesia has a large population and the growth of smartphone user 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 scale 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 analyzes 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 indicate significant positive impact caused by performance expectancy, effort expectancy, habit, and immediacy. However, consumer-s acceptance of this kind of technology is also affected by their perceived privacy as they start to concern about personal information exchanging is occurred during consumption of the services. This study found that the consumer-s intention to use On-Demand Services Application impacted by habit is weakened by their perceived privacy.
Keywords: On-Demand Services, UTAUT2, Perceived Privacy, Immediacy, Personalization, Behavioral Intention to Use