Abstract
The digital world has been disrupting many conventional methods, especially the purchasing system. The smartphone is also becoming more addictive today. This study aims to explore the factors related to the people reaction and learning process of technology adoption in term of using the application on a smartphone as the purchasing canal. To find the factors related to adopting the technology, the qualitative analysis, including an in-depth interview with an expert, tech-savvy people, and another related person to the research question, is used. The company reputation, pro- motion in term of price-reducing and design of User Interface (UI) and also easy User Experience (UX) are the factors that we found related to the technology adoption. The result of the qualitative method will become basic questions for a quantitative method using a questionnaire and validate the results with the unified theory of acceptance and the use of technology. The promotion has become the most influential factor based on our research to gain awareness or reaction until peoples are driven to learn the technology and decides to purchase. The price value has a relation to the behavioral intention that ended with the use of behavioral as a final step. The finding result will be used for jumping the chasm that exists between the early adopters and the early majority on the technology adoption lifecycle. Due to the small number of early adopters on market shares, the early majority becomes important segmentation in order to gain bigger market shares and become a market leader. The finding factors will also use for the marketing strategy for future penetration and customer acquisition, especially new start-ups, where their products/services are based on mobile applications. This study has not yet explored the strategy related to the operation and financial aspect on the company in term of using the finding factors for the customer acquisition process.
Highlights
Mobile application is positive tools for companies in order to introducing and selling the product especially in this century, where people have high dependency on smartphone, due to the characteristics of smartphone that be able to access a variety of things through the power of mobile application such as social media, games, music, chat, e-money and even for shopping purpose
We found three main factors that could influence someone to be able to adopt technology based on three consumer segments These factors include discounts, User Interface (UI) and User Experience (UX) design, and company reputation
From these results, the study continued with a quantitative method, which examined the role of the three factors that the author found in general, which had been categorized before on three segments, namely early adopters, early majority, and late majority
Summary
Mobile application is positive tools for companies in order to introducing and selling the product especially in this century, where people have high dependency on smartphone, due to the characteristics of smartphone that be able to access a variety of things through the power of mobile application such as social media, games, music, chat, e-money and even for shopping purpose. To use a smartphone or application as a tool in business activity, a company must have great consideration because there is a gap between those who have the readiness to adopt technology and those who are not at all ready for innovation or change. Innovators and early adopters are two segments that have a rapid response in adopting the technology and learning processes. A company that wants to use technology to create efficiency and competitiveness, they are faced with this gap and are required to be able to pass through the chasm in order to reach a broad market share. This study will focus on exploring the factors that play an important role in the technology adoption process, especially for majority segmentation and creating a process or pattern that is useful to be able to find out the majority segmentation behavior in the process of technology adoption
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