Analyzing 4G Adoption in Indonesia Using a Modified Unified Theory of Acceptance and Use of Technology 2

Abstract

Growth in mobile data consumption has the potential to transform the way in which consumers and business operate and communicate, and as such increase economic growth through productivity effect. Indonesia has a potential to increase 1.5% of GDP if success to increase the number of 4G users by 10%. Unfortunately, the 4G penetration in Indonesia has only reach less than 15%. And the factors that affecting consumers on using 4G services in Indonesia are still not clearly observed. Analyzing factors that affect the behavior intention and usage behavior of customers toward the adoption of 4G services is needed. This research intends to analyze factors that affect the behavioral intention and use behavior of customers toward the adoption of 4G services in Indonesia, based on Unified Theory of Acceptance and Use of Technology 2. The results reveals, factors that influencing the Behavioral Intention on the adoption of 4G services in Indonesia are Habit, Content, Hedonic Motivation, Performance Expectancy and Social Influence. Factors that influencing Use Behavior are Habit, Facilitating Condition and Behavioral Intention. The influence of the factors on Behavioral Intention is 62%, while the influence on Use Behavior is 48%. Based on the results, the UTAUT2 model is able to determine the Behavioral Intention and Use Behavior of consumers to use 4G services in Indonesia.