Abstract
Although online shop is small in scale, this type of business gives a significant impact for the economy. In order to support online shop to develop, improvement in delivery and logistic system is needed. One of the improvements in these aspects is the emergence of application-based short-distance delivery services. Unfortunately, these applications have not been widely adapted by the online shops in Indonesia. Thus, this study tries to explore what factors can influence online shops’ decision to use these apps by implementing the unified theory of acceptance and use of technology (UTAUT). This study employed structural equation model to test the model and 5 hypotheses proposed, processed by Lisrel 8.8. The result shows that the ease of use aspect of the apps will only be relevant if it is deemed to be beneficial for the user. Moreover, the cognitive aspect also plays the role, as users tend to compare the acquired benefit with the cost incurred in using the app. As a conclusion, effort expectancy, performance expectancy and price value have a significant influence towards use behavior. On the other hand, social influence is not significantly influencing use behavior. Implications and limitations will also be discussed on this paper.
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