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Perilaku Pasca-Adopsi Teknologi Personal Terhadap Intensi Sustainable Behavior

Ardiwansyah Nanggong


Abstrak. Perilaku paradoks dalam adopsi teknologi terjadi ketika tingkat kecanggihan teknologi tidak bersesuaian dengan perilaku individu. Teknologi yang dapat mengurangi penggunaan sumberdaya alam dan meminimalisir biaya sehingga perilaku intensi adopsi teknologi seharusnya menstimuli hadirnya perilaku berkelanjutan (sustainable behavior). Oleh karena itu, penelitian ini bertujuan menguji efek perilaku pasca-adopsi teknologi oleh konsumen yang mengarah pada sustainable behavior. Prediktor penggunaan teknologi meminjam sebagian model UTAUT2 dengan menambahkan perceived benefit sebagai peran moderasi dalam hubungannya dengan perilaku berkelanjutan. Pengumpulan data dilakukan dengan penyebaran kuesioner online, sebanyak 162 kuesioner valid berhasil diperoleh dengan analisis data menggunakan Partial Least Square (PLS). Hasil mengungkap sumbangsih motivasi hedonis, nilai harga dan kebiasaan terhadap perilaku intensi adopsi teknologi sedangkan efek peran moderasi persepsi manfaat tidak ditemukan dalam hubungan antara perilaku intensi dan perilaku berkelanjutan.

Kata kunci: Pasca-adopsi, UTAUT2, adopsi teknologi, persepsi manfaat, perilaku berkelanjutan.

Abstract. The paradoxical behavior in technological adoption occurs when the level of technological sophistication is incompatible with individual behavior. Technology which can reduce the use of natural resource and minimize cost so that the intention behavior of technological adoption should stimulate an existence of sustainable behavior. Therefore, this study aims to examine the behavioral effect of consumers' post-adoption technology that leads to sustainable behavior. The utilizing technology predictor take some models of UTAUT2 by adding perceived benefit as a moderation role relating to sustainable behavior. The data collection is conducted by spreading online questioners. Totally, 162 valid questioners are successfully obtained and Partial Least Square (PLS) is applied as a data analysis. The result shows the contribution of hedonic motivation, price value, and habit to the intention behavior of technological adoption, while the moderation role effect of perception is not found in relationship between behavior intention and sustainable behavior.

Keyword: Post-Adoption, UTAUT2, technology adoption, perceived benefit, sustainable behavior.


Post-Adoption; UTAUT2; Sustainable Behavior

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