THE INFLUENCE OF PERFORMANCE EXPECTANCY AND MODERATING VARIABLE OF REGULATORY FOCUS ON MOBILE APP ACCEPTANCE: THE CASE OF WARUNK UPNORMAL PAY AT TABLE APP

• Main Author: Hana Clarissha, Saskia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50056
• Institution: Institut Teknologi Bandung

In view of emerging technologies, industries have been driven to adapt in this competitive environment. Responding to the remarkable growth of smartphone usage and recent technology improvements, food service industry has adapted with the technology usage in which the right development has become essential to achieve customer’s intention to use. However, there is no sufficient literature that studies the technology acceptance of table service ordering application with the impact of regulatory focus as an essential factor for a customer’s approach to use a certain technology. As the development of table service ordering application is expected to offer positive and prevent negative performance outcomes, this research seeks to explore the technology acceptance by integrating TAM with the UTAUT model. To increase the model’s ability in predicting the key drivers, the regulatory focus is added as the social cognitive variable. By adopting a different approach to attain the desired goal, it is expected that individuals would respond differently to the technology usage. Perceived risk is also applied in the model as recommended by several studies. Data collection is gathered through online questionnaires. The result of SEM-PLS analysis shows that the integration of the TAM and UTAUT model has succeed to measure technology adoption through a high explained variance of endogenous variables. Regulatory focus is revealed to have a positive moderation effect on proposed relationships. The analysis is expected to provide businesses and marketers with the outcomes that should be highly considered to influence customer’s intention and the marketing methods that best match with a specific selfregulation.