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The Influence of Users’ Perception of GO-FOOD’s Personalization Features on the Users’ Attitude Toward the Application

Alethea Rahmawati, Reza Ashari Nasution

Abstract


Abstract. Collaborative consumption companies that are really growing in Indonesia provide personalization features inside application that enable users to personalize display as they want so they can be more engaged when using it. But, not all the users can easily understand and accept the usage of this new innovation. Therefore, it has to be investigated on the level of acceptance in using the technology by measuring users’ attitude. This research aims to determine the key determinant predictor and analysing the influence that arise from users’ perception as improvement of personalization features. This research adapted Technology Acceptance Model (TAM) by Davis, et al. where users’ attitude can be influenced by perceived usefulness and perceived ease of use. The data was collected through online where questionnaire is adapted from the related previous study. Population used is 15-34 years old users across Jakarta and Bandung. As much as 415 people has responded and the data analysis technique was processed using Binary Logistic Regression. Result shows that either personalization features’ function or easiness affect to how they represent good attitudes. It also proved that users get benefits after using the personalization features and made them consider the personalization features a necessity in completing process.

Keywords: Collaborative Consumption; Personalization Features; Technology Acceptance Model (TAM); Perceived Usefulness; Perceived Ease of Use; Users’ Attitude

 


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