Analysis of the influence of performance expectancy, effort expectancy, social influence, and attitude toward behavior on intention to adopt live.on

Abstract

This study aims to analyze the factors that influence the intention to use digital providers. Performance expectancy is the extent to which users believe that using technology will increase productivity and effectiveness in achieving their goals. Effort expectancy refers to how easy users believe the technology will be to use. If the technology is perceived as easy to use, then users are more likely to adopt it. Social influence refers to the influence generated by others on the decision to use technology. This factor can include social support or recommendations from others, influence from groups, or social norms related to technology use. In this study, a random sampling technique was used as the sampling method. A total of 214 data points were collected through a self-administered survey from respondents of two luxury handbag brands in Indonesia. The analysis method in this research used structural equation modeling (SEM). There are significant relationships between ideal self-congruence and customer love for a brand, between ideal self-congruence and customer loyalty to a brand, and between customer love and customer loyalty to a brand. On the theoretical level, this research contributes to a better understanding of how to create customer loyalty to brands through tracking the self-congruence construct and customer love for brands. On the managerial level, this research provides useful actionable guidance to loyalty program managers on how to create luxury brands that incorporate customer ideal self-congruence and simultaneously foster strong emotional bonding to brands. Contemporary interest in customer loyalty to brands has resulted in a variety of related research being conducted in many areas. Our investigation reveals that few studies address the relationship between ideal self-congruence, brand love, and customer loyalty to luxury brands.