Title:
ASSESSING CONSUMER ADOPTION MODEL ON E-WALLET: AN EXTENDED UTAUT2 APPROACH

Authors:
Steffi Chresentia, Yulianto Suharto, Indonesia

Abstract:

One of the potential business sectors which is currently developing rapidly in Indonesia is the digital technology industry. As the internet becomes a tool to access digital technology, people can do their business via a platform called e-commerce. According to a research by iPrice, one of the leading e-commerce companies which dominates Indonesian market is Tokopedia. As a leading e-commerce, Tokopedia must be able to provide a payment system such as e-wallet because of its greater convenience and efficiency. It is a great opportunity for Tokopedia to provide an e-wallet for the consumers to gain long-term advantages. This research has an aim to identify the factors that influence consumers’ adoption of OVO as a payment system in Tokopedia, specifically for people who are in the productive age with a domicile in Bandung. This research uses UTAUT2 by Venkatesh et al. (2012) and extends it with a new variable called trust. A statistical tool called SEM-PLS will be used to test the framework model. Based on the result, performance expectancy, effort expectancy, price value, habit, and trust significantly influence behavioral intention. The variable which has the largest influence toward behavioral intention is price value. Meanwhile, behavioral intention also significantly influences actual use. Hence, the researcher recommends OVO to maintain its application system by considering the benefits, easiness, security, and performance for the consumers. Tokopedia must maintain the partnership with OVO to increase the number of consumers and improve the business.