UNDERSTANDING THE FACTORS AFFECTING THE CUSTOMER INTENTION IN USING MOBILE INSTANT MESSAGING (MIM) : A CASE STUDY OF LINE CORPORATION

• Main Author: Puspitasari (19015210), Felicia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27276
• Institution: Institut Teknologi Bandung

Along with the technology development, the way of communication is developing to mobile instant messaging (MIM) usage. LINE, one of the MIM application, becomes the third most <br /> <br /> widely used MIM application in Indonesia on 2015 (Waesche, 2015). Adapting the extended TAM theory, the user intention to use mobile service has been proved to be significantly influenced by perceived usefulness, perceived ease of use, self-expressiveness, perceived enjoyment and attitude toward mobile services (Nysveen et al., 2005a; Soliman & Salem, 2014). Moreover, user attitude in using mobile service is significantly determined by <br /> <br /> perceived usefulness, perceived ease of use, self-expressiveness, self-enjoyment and normative pressure. Thus, this research is conducted to find which variable significantly <br /> <br /> influences the user intention in using LINE and the user attitude toward LINE usage in order to determine the method to make LINE the number one most widely used MIM application in Indonesia. The data is collected using quantitative approach by online questionnaire to 222 <br /> <br /> adults in Bandung. The researcher uses Multiple Linear Regression (MLR) and Ordinal <br /> <br /> Logistic Regression (OLR) in SPSS application to analyze the data. The result shows that perceived usefulness, perceived ease of use and self-enjoyment become the variables that proportionally and significantly determine user intention in using LINE. In addition, user attitude toward LINE usage also has significant positive influence user intention in using <br /> <br /> LINE, where the user attitude toward LINE usage is proportionally and significantly affected by perceived usefulness, perceived ease of use and self-expressiveness. Another finding also shows that age as the demographic factor negatively significantly influences user intention in using LINE. It means the younger the age is, the higher the user intention to use LINE is. Therefore, LINE Company should improve the following factors: perceived usefulness, perceived ease of use, self-expressiveness, self-enjoyment and user attitude toward LINE usage to reach more user and finally become the most widely used MIM application in <br /> <br /> Indonesia. LINE Company should also develop LINE application in a way that is suitable for younger age, since they are the one who has the highest user intention to use LINE. Other MIM Company could develop its application by improving the same factors as LINE Company, also by targeting a specific age to become the target market. As for further research, research outside Bandung with bigger sample could be conducted to gain better <br /> <br /> understanding and knowledge about the factors that influence user intention in using MIM. In <br /> <br /> addition, comparative study could be conducted to know the competition’s situation among MIM Companies.