The Behaviour of Shopeefood Application Users Based on Unified Theory of Acceptance and Use of Technology (UTAUT) Modified Model in Indonesia

Abstract

The use of the internet has made it easier for people to fulfill their needs and desires optimally. In order to take advantage of the convenience offered by the internet, many people carry out digital transactions using smartphones. This provides convenience for users in accessing the internet anytime and anywhere. The rapid development of technology and the availability of the internet have changed people's life patterns to become more practical and efficient. Everyone can take advantage of the convenience offered by the internet to fulfill their various daily needs. However, despite its great benefits, the use of applications and technology also creates certain challenges and problems when ordering food online using the Shopeefood application. This research aims to analyze the behavior of using the ShopeFood application based on the Modified Unified Theory of Acceptance and Use of Technology (UTAUT) Model in Indonesia. In this research, the UTAUT Model is used as a theoretical framework to understand the factors that influence ShopeFood application usage behavior. Data collection was carried out using an online survey method with purposive sampling technique. The research sample consisted of 340 respondents with the characteristics of Generation Y age range 25-40, Generation Z age range 15-25, installed the Shopee application, had used the Shopee food application, and had ordered food via the Shopeefood feature. The analysis model in data processing uses LISREL 8.8. The research results show that the variables performance expectancy, Effort Expectancy, sociol Influences, Facilitating Conditions, hedonic motivation, price saving orientation, habit, and Trust have a positive and significant effect on behavior intention. Then the Facilitating Conditions, habit and behavior Intention variables have a positive and significant influence on Shopeefood usage behavior (Use Of Behavior). Meanwhile, the Perceived of Risk variable has no significant effect on Behavioral Intention in using the ShopeeFood application.