Adoption of the GoFood Application: The Role of Perceived Usefulness, Perceived Ease of Use, Subjective Norms, and IT Adoption Intention
Keywords:
Online Food Delivery (OFD), Subjective norms, Technology Acceptance Model (TAM) TheoryAbstract
The purpose of this study is to identify factors that influence consumer behavioral intentions in the actual use of adopting the GoFood food delivery application. Based on TAM (Technology Acceptance Model) theory, we examined the influence of perceived usefulness, perceived ease of use, subjective norms, and behavioral intentions on actual use in the context of using GoFood OFD. Data was collected from 119 users and analyzed using the SEM-PLS (Structural Equation Modeling-Partial Least Squares) method. The results showed that perceived usefulness, perceived ease of use, subjective norms have an effect on behavioral intentions, but perceived ease of use, subjective norms have no effect on actual use, while perceived usefulness has a direct effect on actual use. In addition, behavioral intentions successfully mediate the influence of perceived usefulness, perceived ease of use, subjective norms, and behavioral intentions on actual use in the context of using OFD GoFood. This study has novelty by adding the subjective norms variable, where this variable has not been widely used in research on the use of OFD GoFood. The limitations and implications based on the findings to demonstrate the importance of the variables relationship are also discussed in this study.
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