Behavioral Intention to Use @wifi.id Services in Indonesia

摘要

Nowadays, Internet access becomes popular all over the world including in Indonesia, telecommunication operators are fighting to attract as many customers as possible by providing fast, reliable, and wide internet connection. PT Telkom as the biggest telecommunication operator has been trying to become the winner in this competition by providing several internet accesses, one of them is @wifi, id. PT Telkom has invested a huge fund to provide the service and set revenue target, but the achieved revenue is far below the targeted revenue. It is important to find out the key factors that have influenced the consumers' behavior toward @wifi.id adoption. Using the insights from an extensive review of literature and the discussions with people from the telecommunication operator, this study proposes a conceptual model to predict consumers' behavior toward @wifi.id. The proposed model is a modified model of Unified Theory Acceptance and Use of Technology (UTAUT) which has Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Price Value, and Content as independent variable, Behavior Intention as intervening variable, Use Behavior as dependent variable. The data to test the model are collected from 996 valid respondents chosen by purposive sampling technique in 5 big cities in Indonesia. The data is analyzed by using SmartPLS2.0 software and the result shows that four independent variables (Social Influence, Price Value, Content, and Performance Expectancy) have positive significant influences on Behavior Intention. Behavior Intention has positive significant influences on the Use Behavior. While Effort Expectancy and Facilitating Condition have no significant influence on Behavioral Intention. Based on the result of this study, to motivate customers to use more @wifi.id, it is suggested that Telkom should make a program that motivates the important people of customers, such as teachers or public figures to use and suggest other people to use @wifi.id., strengthen and develop @wifi.id community. The suitable pricing is also important since customers consider price value as a second key factor. The third key factor is Content; thus Telkom should collaborate with content providers to offer contents that are needed by @wifi.id users.