Behavioral Intention to Adopt Lazada Services: an Extension of Unified Theory of Acceptance and use of Technology

Dede Solihin; Ahyani Ahyani; Siti Aprilliani

doi:10.30812/target.v7i1.5114

Authors

Dede Solihin Universitas Pamulang, Tangerang Selatan, Indonesia https://orcid.org/0009-0008-2641-9172
Ahyani Ahyani Universitas Pamulang, Tangerang Selatan, Indonesia
Siti Aprilliani Universitas Pamulang, Tangerang Selatan, Indonesia

DOI:

https://doi.org/10.30812/target.v7i1.5114

Keywords:

Behavioral Intention, Effort Expectancy, Facilitating Conditions, Performance Expectancy, Social Influence

Abstract

The growth of e-commerce in Indonesia has driven changes in consumer behavior regarding online shopping. Lazada, as one of the main platforms, faces challenges in increasing user intention to adopt its services. This study aims to analyze the influence of four main constructs in the Unified Theory of Ac- ceptance and Use of Technology (UTAUT): performance expectancy, effort expectancy, social influence, and facilitating conditions, on behavioral intention in using Lazada services. The research method uses a quantitative approach by distributing questionnaires to 130 Lazada users in South Tangerang. Data analysis was carried out using Structural Equation Modeling (SEM) through SmartPLS. The results show that all UTAUT constructs significantly affect behavioral intention, with performance expectancy and facilitating conditions as the most dominant factors. Effort expectancy has an effect on new users, while social influence is stronger in young age groups who are active on social media. This study provides practical implications for e-commerce platform developers, especially Lazada, to improve performance expectancy, effort expectancy, social influence, and facilitating conditions to encourage user behavioral intention in adopting services, especially in the South Tangerang area. This finding also extends the literature on UTAUT-based digital technology adoption in the local Indonesian context.

References

[1] E. Indriana and P. N. Pasaribu, “Motif Belanja Online Produk UMKM Menggunakan Marketplace Shopee Selama Pandemi COVID-19 di Jabodetabek,” Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi, vol. 17, no. 02, pp. 217–233, Mar. 2022. doi: 10.35449/jemasi.v17i02.482.

[2] O. M. Mizal and C. Wijayangka, “Analysis of E-commerce Adoption by MSME in Fashion Sector in Bandung Using the UTAUT Model,” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), vol. 4, no. 3, pp. 379–389, Sep. 2020. doi: 10.31955/mea.v4i3.430.

[3] A. N. S. Fatihanisya and S. D. Purnamasari, “Penerapan Model Unified Theory of Acceptence and Use of Technology (UTAUT 2) terhadap Perilaku Pelanggan E-commerce Shopee Indonesia di Kota Palembang,” Journal of Information Systems and Informatics, vol. 3, no. 2, pp. 392– 417, Jun. 2021. doi: 10.33557/journalisi.v3i2.143.

[4] N. A. Ramadhina, N. Rubiyanti, and R. D. Mangruwa, “The Influence of Performance Expectancy, Effort Expectancy, And Social Influence on Use Behavior with Behavioral Intention as A Mediator (A Case Study of Cash on Delivery (COD) System Users in Marketplaces),” International Journal of Social Science and Human Research, no. 01, Jan. 2025. doi: 10.47191/ijsshr/v8-i1-24.

[5] R. R. Inayah and I. Khasanah, “Pengaruh Kualitas Layanan Elektronik, Persepsi Manfaat, dan Persepsi Nilai terhadap Minat Pembelian Ulang dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi pada Konsumen Marketplace Lazada di Wilayah Pekalongan),” Diponegoro Journal of Management, vol. 12, no. 5, pp. 1–14, Nov. 2023.

[6] S. T. R. Langi, A. K. Pongtuluran, and A. Biringkanae, “Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Melalui Aplikasi Lazada,” Jurnal of Management and Social Sciences, vol. 2, no. 1, pp. 107–122, Jan. 2024. doi: 10.59031/jmsc.v2i1.355.

[7] V. Venkatesh, M. G. Morris, G. B. Davis, and F. D. Davis, User Acceptance of Information Technology: Toward a Unified View, SSRN Scholarly Paper, Rochester, NY, Sep. 2003. Social Science Research Network: 3375136.

[8] E. M. Abu-Taieh et al., “Continued Intention to Use of M-Banking in Jordan by Integrating UTAUT, TPB, TAM and Service Quality with ML,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 8, no. 3, p. 120, Sep. 2022. doi: 10.3390/joitmc8030120.

[9] J. Erjavec and A. Manfreda, “Online shopping adoption during COVID-19 and social isolation: Ex- tending the UTAUT model with herd behavior,” Journal of Retailing and Consumer Services, vol. 65, p. 102 867, Mar. 2022. doi: 10.1016/j.jretconser.2021.102867.

[10] V. Venkatesh, “Adoption and use of AI tools: A research agenda grounded in UTAUT,” Annals of Operations Research, vol. 308, no. 1, pp. 641–652, Jan. 2022. doi: 10.1007/s10479-020- 03918-9.

[11] A. Almagrashi, A. Mujalli, T. Khan, and O. Attia, “Factors determining internal auditors’ be- havioral intention to use computer-assisted auditing techniques: An extension of the UTAUT model and an empirical study,” Future Business Journal, vol. 9, no. 1, p. 74, Sep. 2023. doi: 10.1186/s43093-023-00231-2.

[12] Y. Kartikasari, S. Sunaryo, and A. Yuniarinto, “The Intention to Use E-commerce to Purchase Green Cosmetics With a Modified UTAUT2 Approach,” Jurnal Aplikasi Manajemen, vol. 19, no. 3, pp. 605–615, Aug. 2021. doi: 10.21776/ub.jam.2021.019.03.13.

[13] F. A. Abdat, “Using UTAUT Model to Predict Social Media Adoption among Indonesian SMEs,” Saudi Journal of Economics and Finance, vol. 4, no. 10, pp. 498–505, Oct. 2020. doi: 10. 36348/sjef.2020.v04i10.003.

[14] Y. H. S. Al-Mamary, “Understanding the use of learning management systems by undergraduate university students using the UTAUT model: Credible evidence from Saudi Arabia,” International Journal of Information Management Data Insights, vol. 2, no. 2, p. 100 092, Nov. 2022. doi: 10.1016/j.jjimei.2022.100092.

[15] K. Baishya and H. V. Samalia, “Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid,” Interna- tional Journal of Information Management, vol. 51, p. 102 036, Apr. 2020. doi: 10.1016/j. ijinfomgt.2019.11.004.

[16] M. M. D. Alam, M. Z. Alam, S. A. Rahman, and S. K. Taghizadeh, “Factors influencing mHealth adoption and its impact on mental well-being during COVID-19 pandemic: A SEM-ANN ap- proach,” Journal of Biomedical Informatics, vol. 116, p. 103 722, Apr. 2021. doi: 10.1016/j. jbi.2021.103722.

[17] W. A. Alkhowaiter, “Use and behavioural intention of m-payment in GCC countries: Extending meta-UTAUT with trust and Islamic religiosity,” Journal of Innovation & Knowledge, vol. 7, no. 4, p. 100 240, Oct. 2022. doi: 10.1016/j.jik.2022.100240.

[18] H. Ferreira Barbosa, J. García-Fernández, V. Pedragosa, and G. Cepeda-Carrion, “The use of fit- ness centre apps and its relation to customer satisfaction: A UTAUT2 perspective,” International Journal of Sports Marketing and Sponsorship, vol. 23, no. 5, pp. 966–985, Sep. 2022. doi: 10.1108/IJSMS-01-2021-0010.

[19] W.-J. Suo, C.-L. Goi, M.-T. Goi, and A. K. S. Sim, “Factors Influencing Behavioural Intention to Adopt the QR-Code Payment: Extending UTAUT2 Model,” International Journal of Asian Business and Information Management, vol. 13, no. 2, pp. 1–22, Sep. 2021. doi: 10.4018/ IJABIM.20220701.oa8.

[20] N. Dhiman, N. Arora, N. Dogra, and A. Gupta, “Consumer adoption of smartphone fitness apps: An extended UTAUT2 perspective,” Journal of Indian Business Research, vol. 12, no. 3, pp. 363–388, Nov. 2019. doi: 10.1108/JIBR-05-2018-0158.

[21] G. D. Maheswari and W. Meiranto, “Analisis Faktor-Faktor yang Memengaruhi Minat Konsumen untuk Menggunakan E-commerce pada Aplikasi Tokopedia dengan Menggunakan UTAUT 2,” Diponegoro Journal of Accounting, vol. 13, no. 3, pp. 1–15, Jul. 2024.

[22] F. Ana, Raihan, and I. R. Triyanto, “Analisis Faktor-Faktor yang Mempengaruhi Minat Belanja Online di Indonesia: Literature Review,” Prosiding Seminar Sosial Politik, Bisnis, Akuntansi dan Teknik, vol. 6, pp. 76–82, Feb. 2025. doi: 10.32897/sobat.2024.6.1.4147.

[23] J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Third edition. Los Angeles: SAGE, 2022.

[24] J. S. Ryu and S. Fortenberry, “Performance Expectancy and Effort Expectancy in Omnichannel Retailing,” The Journal of Industrial Distribution & Business, vol. 12, no. 4, pp. 27–34, Apr. 2021. doi: 10.13106/JIDB.2021.VOL12.NO4.27.

[25] R. Jayaseelan, P. Koothoor, and C. Pichandy, “Technology Acceptance By Medical Doctors In India: An Analysis With UTAUT Model,” International Journal of Scientific & Technology Research, vol. 9, no. 1, pp. 3854–3857, 2020.

[26] C. Muangmee, S. Kot, N. Meekaewkunchorn, N. Kassakorn, and B. Khalid, “Factors Determining the Behavioral Intention of Using Food Delivery Apps during COVID-19 Pandemics,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 16, no. 5, pp. 1297–1310, Apr. 2021. doi: 10.3390/jtaer16050073.

[27] E. D. Paramita and E. R. Cahyadi, “The Determinants of Behavioral Intention and Use Behavior of QRIS as Digital Payment Method Using Extended UTAUT Model,” Indonesian Journal of Business and Entrepreneurship, Jan. 2024. doi: 10.17358/ijbe.10.1.132.