A Study of Consumer Behavior in Adoption of Technology-Based Product
ABSTRACT: This paper aims at
describing factors that influence consumer intention to use new technology and
how these factors interact with each other. The Academic Information System of
the School of Business and Management ITB was selected as the unit of analysis
and the Unified Theory of Acceptance and Use of Technology model was used to
identify the degree of acceptance of different groups of users to the systems
and the factors that influence their intention to use it. This study involves
different user groups (students and lecturers). To provide further
understanding of consumer behavior in technology adoption, Structural Equation
Modeling will be used to test simultaneous effect of the factors in the model.
Author: Ira Fachira, Reza
Ashari Nasution
Journal Code: jpmanajemengg070011
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Jp Manajemen gg 2007
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