Moderation effect of individualism/collectivism, uncertainty avoidance and long term orientation on adoption e-commerce in batam city SMEs: development of the UTAUT 2
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Published:
Aug 30, 2023
Keywords:
Culture, E-Commerce, MSME, UTAUT2
Section
Decision Support System
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Abstract
Batam City MSME actors still encounter several obstacles in running their business, such as determining market share, operational costs, marketing outreach, and customer loyalty. To overcome this problem, MSME players in Batam City are required to be more creative in utilizing technology such as e-commerce. This study aims to analyze the factors that influence the adoption of e-commerce in MSMEs in Batam City using the UTAUT 2 model by considering cultural factors. The data used in this study is primary data obtained through a survey of Batam City SMEs using a questionnaire with a purposive sampling method. The sample used was 250 MSME actors. The analytical method used in this study is Structural Equation Modeling (SEM). Based on the results of the analysis, it was found that facilitating conditions, habits, and behavioral intentions directly affect the use behavior variable. Cultural factors of individualism/collectivism, uncertainty avoidance, and long-term orientation also managed to moderate the influence of behavioral intention variables on user behavior.
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How to Cite
Reza, W. and Handayani, V. A. . (2023) “Moderation effect of individualism/collectivism, uncertainty avoidance and long term orientation on adoption e-commerce in batam city SMEs: development of the UTAUT 2”, Jurnal Mantik, 7(2), pp. 1074-1081. doi: 10.35335/mantik.v7i2.3937.
References
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Fadilah, A., Igo, I., Liza, A., Safira, F., Setyani, A., & Imam, B. (2020). Strategi UMKM untuk Meningkatkan Perekonomian selama Pandemi Covid-19 pada saat New Normal. OECONOMICUS Journal of Economics, 5(1), 46–62.
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Gupta, K., & Arora, N. (2020). Investigating consumer intention to adopt mobile payment systems: an Indian perspective. International Journal of Technology Transfer and Commercialisation, 17(2/3), 115. https://doi.org/10.1504/ijttc.2020.109388
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Hussain, M., Mollik, A. T., Johns, R., & Rahman, M. S. (2019). M-payment adoption for bottom of pyramid segment: an empirical investigation. International Journal of Bank Marketing, 37(1), 362–381. https://doi.org/10.1108/IJBM-01-2018-0013
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2021). A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture. Journal of Business Research, 132, 354–372. https://doi.org/10.1016/j.jbusres.2021.04.052
Julioe, R. (2017). E-Commerce Competencies Acquired By Office Technology and Management Education Students for Proficiency in Modern Business Organizations. Ekp, 13(3), 1576–1580. University of Benin, Benin City, Edo State, Nigeria
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Makanyeza, C., & Mutambayashata, S. (2018). Consumers’ acceptance and use of plastic money in Harare, Zimbabwe: Application of the unified theory of acceptance and use of technology 2. International Journal of Bank Marketing, 36(2), 379–392. https://doi.org/10.1108/IJBM-03-2017-0044
Merhi, M., Hone, K., & Tarhini, A. (2019). A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59(January), 101151. https://doi.org/10.1016/j.techsoc.2019.101151
Morosan, C., & DeFranco, A. (2016). It’s about time: Revisiting UTAUT2 to examine consumers’ intentions to use NFC mobile payments in hotels. International Journal of Hospitality Management, 53, 17–29. https://doi.org/10.1016/j.ijhm.2015.11.003
Nopiani, N. K. R., & Putra, I. M. P. D. (2021). Penerapan Model UTAUT 2 untuk Menjelaskan Minat dan Perilaku Penggunaan Mobile Banking. E-Jurnal Akuntansi, 31(10), 2569. https://doi.org/10.24843/eja.2021.v31.i10.p13
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61(2016), 404–414. https://doi.org/10.1016/j.chb.2016.03.030
Piarna, R., & Fathurohman, F. (2020). Adopsi E-Commerce Oleh Konsumen Milenial Pada Produk Umkm E-Commerce Adoption By Millenial Consumers on Umkm Products in Subang City Using Utaut Model in Consumer Contex. Jurnal Teknologi Informasi Dan Ilmu Komputer (JTIIK), 7(5), 1021–1028. https://doi.org/10.25126/jtiik.202072635
Sheikh, Z., Islam, T., Rana, S., Hameed, Z., & Saeed, U. (2017). Acceptance of social commerce framework in Saudi Arabia. Telematics and Informatics, 34(8), 1693–1708. https://doi.org/10.1016/j.tele.2017.08.003
Sivathanu, B. (2019). Adoption of digital payment systems in the era of demonetization in India: An empirical study. Journal of Science and Technology Policy Management, 10(1), 143–171. https://doi.org/10.1108/JSTPM-07-2017-0033
tria. (2015). Sampai dengan awal 2015 telah tergelar tidak kurang dari seratus ribu access point Wifi di seluruh Indonesia , dengan porsi terbesar di area Jakarta . 2(2), 1085–1094.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412
Baptista, G., & Oliveira, T. (2015). Understanding mobile banking: The unified theory of acceptance and use of technology combined with cultural moderators. Computers in Human Behavior, 50, 418–430. https://doi.org/10.1016/j.chb.2015.04.024
Effendi, M. I. (2020). Inovasi Teknologi Informasi dan Kinerja Bisnis UKM.
Fadilah, A., Igo, I., Liza, A., Safira, F., Setyani, A., & Imam, B. (2020). Strategi UMKM untuk Meningkatkan Perekonomian selama Pandemi Covid-19 pada saat New Normal. OECONOMICUS Journal of Economics, 5(1), 46–62.
Farah, M. F., Hasni, M. J. S., & Abbas, A. K. (2018). Mobile-banking adoption: empirical evidence from the banking sector in Pakistan. International Journal of Bank Marketing, 36(7), 1386–1413. https://doi.org/10.1108/IJBM-10-2017-0215
Farzin, M., Sadeghi, M., Yahyayi Kharkeshi, F., Ruholahpur, H., & Fattahi, M. (2021). Extending UTAUT2 in M-banking adoption and actual use behavior: Does WOM communication matter? Asian Journal of Economics and Banking, 5(2), 136–157. https://doi.org/10.1108/ajeb-10-2020-0085
Goularte, A. da C., & Zilber, S. N. (2019). The moderating role of cultural factors in the adoption of mobile banking in Brazil. International Journal of Innovation Science, 11(1), 63–81. https://doi.org/10.1108/IJIS-11-2017-0119
Gupta, A., & Dogra, N. (2017). Tourist adoption of mapping apps: A UTAUT2 perspective of smart travellers. Tourism and Hospitality Management, 23(2), 145–161. https://doi.org/10.20867/thm.23.2.6
Gupta, K., & Arora, N. (2020). Investigating consumer intention to adopt mobile payment systems: an Indian perspective. International Journal of Technology Transfer and Commercialisation, 17(2/3), 115. https://doi.org/10.1504/ijttc.2020.109388
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications. European Journal of Tourism Research, 6(2), 211–213.
Hussain, M., Mollik, A. T., Johns, R., & Rahman, M. S. (2019). M-payment adoption for bottom of pyramid segment: an empirical investigation. International Journal of Bank Marketing, 37(1), 362–381. https://doi.org/10.1108/IJBM-01-2018-0013
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2021). A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture. Journal of Business Research, 132, 354–372. https://doi.org/10.1016/j.jbusres.2021.04.052
Julioe, R. (2017). E-Commerce Competencies Acquired By Office Technology and Management Education Students for Proficiency in Modern Business Organizations. Ekp, 13(3), 1576–1580. University of Benin, Benin City, Edo State, Nigeria
Khan, I. U., Hameed, Z., & Khan, S. U. (2017). Understanding online banking adoption in a developing country: UTAUT2 with cultural moderators. Journal of Global Information Management, 25(1), 43–65. https://doi.org/10.4018/JGIM.2017010103
Liu, W., Denizci Guillet, B., Xiao, Q., & Law, R. (2014). Globalization or localization of consumer preferences: The case of hotel room booking. Tourism Management, 41, 148–157. https://doi.org/10.1016/j.tourman.2013.09.004
Madan, K., & Yadav, R. (2016). Behavioural intention to adopt mobile wallet: a developing country perspective. Journal of Indian Business Research, 8(3), 227–244. https://doi.org/10.1108/JIBR-10-2015-0112
Makanyeza, C., & Mutambayashata, S. (2018). Consumers’ acceptance and use of plastic money in Harare, Zimbabwe: Application of the unified theory of acceptance and use of technology 2. International Journal of Bank Marketing, 36(2), 379–392. https://doi.org/10.1108/IJBM-03-2017-0044
Merhi, M., Hone, K., & Tarhini, A. (2019). A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59(January), 101151. https://doi.org/10.1016/j.techsoc.2019.101151
Morosan, C., & DeFranco, A. (2016). It’s about time: Revisiting UTAUT2 to examine consumers’ intentions to use NFC mobile payments in hotels. International Journal of Hospitality Management, 53, 17–29. https://doi.org/10.1016/j.ijhm.2015.11.003
Nopiani, N. K. R., & Putra, I. M. P. D. (2021). Penerapan Model UTAUT 2 untuk Menjelaskan Minat dan Perilaku Penggunaan Mobile Banking. E-Jurnal Akuntansi, 31(10), 2569. https://doi.org/10.24843/eja.2021.v31.i10.p13
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61(2016), 404–414. https://doi.org/10.1016/j.chb.2016.03.030
Piarna, R., & Fathurohman, F. (2020). Adopsi E-Commerce Oleh Konsumen Milenial Pada Produk Umkm E-Commerce Adoption By Millenial Consumers on Umkm Products in Subang City Using Utaut Model in Consumer Contex. Jurnal Teknologi Informasi Dan Ilmu Komputer (JTIIK), 7(5), 1021–1028. https://doi.org/10.25126/jtiik.202072635
Sheikh, Z., Islam, T., Rana, S., Hameed, Z., & Saeed, U. (2017). Acceptance of social commerce framework in Saudi Arabia. Telematics and Informatics, 34(8), 1693–1708. https://doi.org/10.1016/j.tele.2017.08.003
Sivathanu, B. (2019). Adoption of digital payment systems in the era of demonetization in India: An empirical study. Journal of Science and Technology Policy Management, 10(1), 143–171. https://doi.org/10.1108/JSTPM-07-2017-0033
tria. (2015). Sampai dengan awal 2015 telah tergelar tidak kurang dari seratus ribu access point Wifi di seluruh Indonesia , dengan porsi terbesar di area Jakarta . 2(2), 1085–1094.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412
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