UTAUT2 Analysis on the Use of On-Demand Services Application with Perceived Privacy as Moderating Effect

Abstract

Indonesia has a large population and the growth of smartphone users 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 "oneclick" on the mobile application and will be delivered to the consumers immediately. By the time, On-Demand Services application provider scales 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 analyzed 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 indicated significant positive impact caused by performance expectancy, effort expectancy, habit, and immediacy. However, consumer's acceptance of this kind of technology was also affected by their perceived privacy as they start to concern about personal information exchanging occurred during consumption of the services. This study found that the consumer's intention to use On-Demand Services Application impacted by habit was weakened by their perceived privacy.

Integrated Acceptance Model for On-demand Car Functions: exploring determinants of drivers' acceptance

“…Notably, the study emphasized the importance of privacy concerns, privacy risk, and perceived information control in vehicular app acceptance, suggesting measures that enhance personal information control (Walter & Abendroth, 2020). Similarly, Noraga et al (2021) observed that perceived privacy influenced consumer acceptance of on-demand services due to concerns over personal information exchange (Noraga et al, 2021). Integrating informational privacy variables such as privacy concerns, privacy risk, and perceived information control should lead to relevant findings in the context of ODCF acceptance.…”

“…Other potential endogenous or exogenous mechanisms toward driver's acceptance of ODCFs are security (Garidis et al, 2020), complexity (J. Kim et al, 2016), accessibility (N. Kim et al, 2019), uniqueness (Vafaei-Zadeh et al, 2021), visual attractiveness (Yoon & Cho, 2016), and immediacy (Noraga et al, 2021). Nastjuk et al (2020) explored autonomous driving acceptance using a TAM-based design, highlighting enjoyment as a key determinant with a positive correlation to perceived ease of use (Nastjuk et al, 2020).…”