The Role of Brand Reputation and Perceived Enjoyment in Accepting Compulsory Device’s Usage: Extending UTAUT

Abstract

This study is exploring the acceptance of compulsory Apple iPad usage by Faculty of Business and Economics, Atma Jaya Yogyakarta University (FBE-UAJY) in Indonesia. New undergraduate students each year are required to purchase e-books and iPad as part of their admission and enrollment package. Previous two studies using UTAUT (both published and “original” version) have concluded that the students accepted the iPad. The subsequent interview revealed that the students might be influenced by brand reputation and enjoyment of using a well-known brand such as Apple. Few pieces of anecdotal evidence suggested that the price of iPad has caused new students to cancel their enrollment due to cost consideration. We devised a survey to extend UTAUT by using Brand Reputation and Perceived Enjoyment as new variables. We also used Gender, Prior Tablet Ownership, Price Perception, and hypothetical options if the iPad was not compulsory as moderating variables. We circulate the survey to FBE-UAJY class of 2018 undergraduate students. The findings suggest that Brand Reputation and Perceived Enjoyment are in fact influencing the Intention to Use iPad. While Gender, Prior Tablet Ownership, and Price Perception moderating the influences toward Intention to and the Actual Use of iPad.