2018 6th International Conference on Information and Communication Technology (ICoICT)
Analyzing Factors Influencing Continuance Intention
of E-Payment Adoption Using Modified
UTAUT 2 Model
(A Case Study of Go-Pay from Indonesia)
Indrawati
Faculty Economic & Business,
Telkom University
Bandung, Indonesia
indrawati@telkomuniversity.ac.id
Abstract— Online business of Indonesia continuous to
grow rapidly. This rapid growth encourages developments
for electronic payment systems. Moreover, Bank
Indonesia is running a program to increase the awareness
of society to become cash-less. One of the e-payment that
emerging in Indonesia is Go-Pay, a Go-Jek payment
system. Go-Pay successfully becomes one of the fifth
largest e-money in Indonesia less than a year of its
operation. Therefore, Bank Indonesia awarded Go-Jek as
the most active company that increase society’s awareness
in conducting non-cash transactions in 2017. The
successful of Go-Pay creates opportunities to upgrade the
positions of Go-Pay service by knowing factors that
influence its customers in continuing using Go-Pay
services. This study intended to analyze factors
influencing continuance intention of Go-Pay adoption in
Indonesia by using a Modified Unified Theory of
Acceptance and Use of Technology 2 (UTAUT2) Model
with Trust as a new variable. The data were gathered
from 507 valid respondents in Indonesia chosen by
purposive sampling technique. The result revealed that
the factors influence continuance intention adoption of
Go-Pay from the highest to the lowest respectively are
Habit, Trust, Social Influence, Price Saving Orientation,
Hedonic Motivation, and Performance Expectancy. The
model can predict strongly the continuance intention of
consumers towards Go-Pay services in Indonesia since the
R² is 72.8%. This model can be used by Go-Pay
management in making decisions to maintain the
continuance intention of consumers towards Go-Pay
adoption by paying attention to those factors and their
indicators.
Keywords—Continuance intention; technology adoption; Go-
Pay; modified UTAUT2; Indonesia
I. INTRODUCTION
Indonesian Ministry of Communications and Information
released data that there was an increase of online transactions
ISBN: licensed
Authorized 978-1-5386-4571-0 (c) 2018
use limited to: Cornell IEEE Library. Downloaded 167
University
Dianty Anggraini Putri
Faculty Economic & Business
Telkom University
Bandung, Indonesia
diantyapr@gmail.com
value in Indonesia. In 2016, the transaction had reached US $
4.89 billion, this amount is higher compared to 2015 [1].
Online transactions growth has been encouraging the
developments of payment system technologies. In line with
Bank Indonesia program to increase the non-cash payment
system instruments usage which is called as National Non-
Cash Movement Program or in Bahasa Indonesia is Gerakan
Nasional Non Tunai (GNNT), a non-cash community in
conducting transactions on economic activities will emerged
[2]. According to the Indonesia Economic Report, non-cash
payment instruments usage continues to increase [3]. The non-
cash payment system index in 2015 was 249, and it reached
288 in 2016. The e-money usage becomes the largest increase
in non-cash payment index. It indicates that e-money has a
potential power to grow in Indonesia.
One of the e-money system that is emerging in Indonesia is
Go-Pay. Go-Pay is an e-money system inside the Go-Jek
application that enables the consumers to conduct financial
transactions. Go-Jek is Indonesia on-demand mobile
application that provides various services such as
transportations, payment, logistics, and food delivery. Go-Pay
usage has some benefits compared to cash usage namely the
consumers will be able to get discounts, Go-Points Token, and
vouchers. The best and the fastest growth of Go-Jek services is
Go-Pay [4]. In a short time, Go-Pay successfully become one
of the largest e-money in Indonesia according to the number
of users, transactions, and usage [5]. Based on the JakPat
survey in December 2016, the Go-Pay usage in Indonesia has
reached 27.1 percent is ranked fourth. There is Mandiri
eMoney in the first rank (43.8%), followed by Flazz (39.1%),
Tcash (29.1%), Rekening Ponsel and Line Pay (15,6%) in the
fifth rank [6].
Go-Pay users is estimated 1.5 times more than cash users
in Go-Jek users. the Go-Pay growth is described as a Hockey
Stick which increasing sharply in a short time [7]. Moreover,
Go-Jek has received an award from Bank Indonesia as the
most active company in supporting the GNNT Program [8]. In
the next short time, Go-Pay service is not only for Go-Jek
application payment, but also for various e-commerce
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
shopping payment [9]. The successful fast growth of Go-Pay
still give the opportunity to upgrade the Go-Pay service in
order to increase the future positions. Therefore, Go-Pay
management needs to always improve the service quality by
analyzing factors influencing continuance intention of
adopting Go-Pay. Moreover, there was no previous studies
which address this phenomenon in Indonesia. Therefore, this
study is necessary to be conducted. The aims of the study are
to know the factors influencing continuance intention of Go-
Pay adoption in Indonesia and to test if there are significant
differences of behavior in terms of age and gender.
II. THEORITICAL FRAMEWORK
The authors used a modified Unified Theory of Acceptance
and Use of Technology 2 (UTAUT2) Model by Venkatesh,
Thong, and Xu (2012) [10]. The reasons of using UTAUT 2
Model is this model is the most updated theory in technology
adoption and it has the highest prediction power among others
[10]. Compare to UTAUT Model, UTAUT 2 Model is a
technology acceptance theory in the consumer context, while
UTAUT Model is related to the use of technology in the
organizational contexts [10]. Compared to UTAUT Model,
this UTAUT2 Model produced an improvement in the
explanation of Behavioral Intention (56 percent to 74 percent)
also technology use (40 percent to 52 percent) [10]. Lastly,
many previous studies also used UTAUT 2 Model in terms of
technology adoption, such as [11, 12, 13].
Some modifications have been made in this study with some
reasons, first, Behavioral Intention variable was replaced by
Continuance Intention and eliminated Use behavior variable
since we want to know the continuance intention of Go-Pay
consumers in adopting Go-Pay. This is in line with the study
of Xu (2014) [13].
The second modification is added Trust as a new variable.
This addition is done due to the fact that Trust has been
proven to have a significant influence on mobile payment
adoption [11, 14, 15]. The second reasons of adding Trust to
the model is the fact that based on the preliminary data
gathering, 38 out of 40 respondents believe that Trust becomes
the reason of their adoption of Go-Pay.
The third modification is replacing Price Value with Price
Saving Orientation. The reason is the usage of Go-Pay does
not incur a monetary cost, but enable a lower price. Previous
study also has been adapted price value with price saving
orientation for some technologies, such as website purchasing
which does not create a monetary cost, but enables a lower
price (Escobar-Rodríguez, 2014) [16].
The fourth modification is this study did not include
Experience as the moderating variable, due to the process of
gathering data is not a longitudinal study, but a cross-
sectional study. Therefore, including Experience in the model
is not applicable. Fig. 1. Shows the modified UTAUT 2 Model
to be tested.
Authorized licensed use limited to: Cornell University Library. Downloaded 168
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
Note: Bold Style variable is a new variable proposed in this
study
Fig. 1. Modified UTAUT2 Model
There are 9 main variables in the model. The following is
the explanation of each variable, which is adopted from the
previous published research [10, 16, 17, 21]. Performance
Expectancy is the degree to which a person believes that using
Go-Pay would provide benefits in conducting Go-Jek services
payment. Effort Expectancy is the degree of ease associated
with the Go-Pay usage. Next, Social Influence is defined as
the extent to which members of social networks, such as
family, friends, influence one another’s behavior in using Go-
Pay. Facilitating Conditions is the degree to which an
individual believes that an organizational and technical
infrastructure exists to support the use Go-Pay. Hedonic
Motivation is the degree of fun or pleasure derived from using
Go-Pay including Go-Pay features such as Discount,
Vouchers, and Go-Point. Price Saving Orientation is defined
as benefit, such as price reduction in using Go-Pay. This
definition was adapted from Jensen (2012) in Escobar-
Rodríguez et. al (2014) [16]. Habit is the extent to which
people tend to use Go-Pay automatically because of learning.
Trust is the level of consumers can rely on the integrity of the
Go-Pay promises in offering the services (Kolsaker & Payne,
2002) [18]. Continuance Intention definition is adapted from
the Behavioral Intention definition of Venkatesh et al., (2012)
[10]. Therefore, continuance intention is defined as the degree
to which a person has formulated plans to continuously
perform some specified future behavior. [17] Based on the
model, there are 8 main hypotheses and 16 sub-hypotheses.
TABLE I shows the hypotheses in this study. Those
hypotheses will be tested by using one tail test with a
confidence level 95%. A confidence level that usually used in
business studies are 95% [19].
TABLE I. HYPOTHESES
Hypothesis
Performance Expectancy has a positive and significant influence on
H1
Continuance Intention.
The influence of Performance Expectancy on Continuance Intention is
H1a
moderated by age.
The influence of Performance Expectancy on Continuance Intention is
H1b
moderated by gender. 

 Effort Expectancy has a positive and significant influence on are valid with all CITC score are above 0.3. To test the
H2
Continuance Intention.
reliability of the items, Cronbach-Alpha (CA) technique is the
The influence of Effort Expectancy on Continuance Intention is
H2a
moderated by age. most widely used [19]. The instruments which have CA > 0.70
The influence of Effort Expectancy on Continuance Intention is can be stated have a good reliability [19]. The result of SPSS
H2b
moderated by gender. 23 Software revealed that all the items are valid and reliable.
Social Influence has a positive and significant influence on The valid items are shown in TABLE II.
H3
Continuance Intention.
The influence of Social Influence on Continuance Intention is
H3a
moderated by age.
The influence of Social Influence on Continuance Intention is TABLE II. QUESTIONNAIRE ITEMS
H3b
moderated by gender.
Code Item of Performance Expectancy
Facilitating Conditions has a positive and significant influence on
H4 PE1 Using Go-Pay increases my productivity.
Continuance Intention.
PE2 Using Go-Pay helps me accomplish payments more quickly.
The influence of Facilitating Conditions on Continuance Intention is
H4a PE3 I can save time when I use Go-Pay in the payment process.
moderated by age. 

PE4 I find Go-Pay useful in my daily life.
The influence of Facilitating Conditions on Continuance Intention is
H4b Code Item of Effort Expectancy
moderated by gender.
EE1 Learning how to use Go-Pay is easy for me.
Hedonic Motivation has a positive and significant influence on
H5 EE2 It does not take long time to learn to use Go-Pay.
Continuance Intention.
EE3 I find Go-Pay easy to use.
The influence of Hedonic Motivation on Continuance Intention is
H5a EE4 It is easy for me to become skilful at using Go-Pay.
moderated by age.
The influence of Hedonic Motivation on Continuance Intention is Code Item of Social Influence
H5b SI1 People who are important to me think that I should use Go-Pay.
moderated by gender.
Price Saving Orientation has a positive and significant influence on SI2 People who influence my behavior think that I should use Go-Pay.
H6 SI3 People whose opinions that I value prefer that I use Go-Pay.
Continuance Intention.
SI4 Most of people around me are using Go-Pay.
The influence of Price Saving Orientation on Continuance Intention is
H6a Code Item of Facilitating Conditions
moderated by age.
FC1 I have the resources necessary to use Go-Pay.
The influence of Price Saving Orientation on Continuance Intention is FC2 I have the knowledge necessary to use Go-Pay.
H6b
moderated by gender.
FC3 Go-Pay is compatible with other technologies I use.
Habit has a positive and significant influence on Continuance
H7 FC4 I can get help from others when I have difficulties using Go-Pay.
Intention.
Code Item of Hedonic Motivation
The influence of Habit on Continuance Intention is moderated by age.
H7a HM1 It is fun for me to use Go-Pay.


HM2 Features in Go-Pay (Go-Point Token) entertain me.
The influence of Habit on Continuance Intention is moderated by
H7b HM3 Features in Go-Pay (Discounts) entertain me.
gender.
HM4 Features in Go-Pay (Vouchers) entertain me.
Trust has a positive and significant influence on Continuance
H8 HM5 Go-Pay is enjoyable.
Intention.
HM6 I feel excited in using Go-Pay.
H8a The influence of Trust on Continuance Intention is moderated by age. Code Item of Price Saving Orientation
The influence of Trust on Continuance Intention is moderated by PSO1 I can save money by using Go-Pay.
H8b
gender. PSO2 I like to search for cheap deals in Go-Pay services.
PSO3 Go-Pay offers better value of money.
III. MEASUREMENT PSO4 Go-Pay offers valuable promotions for me.
The data to test the hypotheses in this study were gathered Code Item of Habit
by using questionnaire. There are some steps followed to H1 Using Go-Pay has become a habit for me.
H2 Using Go-Pay is something that I do without thinking.
create good questionnaire items namely conducting a content H3 Using Go-Pay is a part of my daily routine.
validity test, expert validity test, readability test, and pilot test. H4 I am addicted to using Go-Pay.
Firstly, in conducting content validity test, the authors adopted Code Item of Trust
and modified the questionnaire items from previous studies T1 I believe that Go-Pay is trustworthy.
that have been published in reputable journals internationally T2 I trust in Go-Pay.
T3 I do not doubt the honesty of Go-Pay.
or nationally. The previous studies are [11, 16, 17, 18, 20, 21,
T4 Even if not monitored, I would trust Go-Pay to do the job right.
22, 23]. The authors validate the items to 4 experts in the Code Item of Continuance Intention
marketing and digital field by giving some questionnaire CI1 I intend to continue using Go-Pay.
improvements. The next step was conducted a readability test. CI2 I will keep using Go-Pay as regularly as I do now.
The result revealed that respondents did not find difficulties in My intention is to continue using Go-Pay than use any alternative
CI3
means.
filling out the questionnaire.
CI4 I will strongly recommend that others use Go-Pay.
The next step is conducting a pilot test to makes sure the
items are fulfilled the construct validity and reliability. The IV. DATA COLLECTION, ANALYSIS, AND RESULT
pilot test used data from 40 respondents which were processed
To test the 8 main hypotheses and 16 sub hypotheses, the
by using SPSS 23 Software. The criteria of items validity by
authors distributed the questionnaire through Google Forms to
using the “Corrected Item – Total Correlation” (CITC) score.
collect the main data. The location of the study is in Indonesia
According to Friedenberg and Kaplan suggested that
where the cities that Go-Jek services are available. The period
correlation coefficient is should be higher 0.3 to be considered
of collecting data was from October 27th 2017 - November
valid item [19]. From the validity test result, the overall items

Authorized licensed use limited to: Cornell University Library. Downloaded 169
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
20th 2017. The data obtained from 690 respondents with 507
respondents declared to be valid. The valid data means the
data that has been filled up by the respondents who meet the
characteristics of this study. The respondent characteristics are
the Go-Pay consumers for at least three months in order to get
more accurate data of the consumer’s assessments and the
consumers who are in the age 15 years – 60 year’s old which
is divided in to two categories; young age (15-24 years old),
and adult age (25-60 years old).
The respondent gender dominance by female with 69.23%.
It is because the Go-Jek application users itself is dominance
by female. This result is in line with a research conducted by
by Universitas Indonesia which revealed that Go-Jek users
came from female with 69% and 31% male [24]. In terms of
age, this study dominated by the young category, which in the
Diffusion of Innovation Technology Theory included on
innovators and early adopter category [25]. Innovators and
early adopters has a similarity where these two category are
brave and has no worries to take a risk on adopting a new
technology, including in Go-Pay Adoption. Therefore, in this
study, the respondents are dominated by young category. For
the current residence area of respondent, mostly the
respondents come from Java Island. It is because the Go-Jek
service itself is mostly available in cities in the Java Island
which is 30 cities out of 50 cities of Go-Jek operations in
Indonesia [26].
After gathering the data, the authors conducted a descriptive
analysis to know the assessment of Go-Pay consumers
towards the factors inside the modified UTAUT 2 Model. The
result revealed that the all the factors are categorized to have
very high and high scores. The consumer’s assessment
towards factors inside Modified UTAUT 2 Model from the
highest to lowest score namely Effort Expectancy, Hedonic
Motivation, Price Saving Orientation, Performance
Expectancy, Facilitating Conditions, Trust, Continuance
Intention, Habit, and Social Influence.
The consumer assessment of the Effort Expectancy factor is
categorized as very high. All the items scores are in the very
high category. It means that there is a very high level of
easiness in using Go-Pay. Most respondents feel that using
Go-Pay is very easy. Meanwhile, for the least score comes
from item EE1, which is Learning how to use Go-Pay is easy.
Probably, in the beginning of Go-Pay usage, the consumers
need more time to adapt with Go-Pay.
The assessment of consumers towards Hedonic Motivation
factor is very high. It means that there is a very high degree of
fun or pleasure derived from using Go-Pay including Go-Pay
features such as Discount, Vouchers, and Go-Point. The
highest score comes from HM3 which the item is “Features in
Go-Pay (Discounts) entertain me.” It means that mostly the
respondents were entertained and feel pleasure when they
earned discounts. Therefore, it is important for Go-Pay
maintain the discounts for the consumers. Meanwhile, the
lowest score comes from HM2 item. Although it is the lowest
score in this variable, but it still categorized as high. This
HM2 item is about features in Go-Pay (Go-Point Token)
entertain the consumers.
Authorized licensed use limited to: Cornell University Library. Downloaded 170
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
Based on the descriptive analysis result of Price Saving
Orientation, the perception of consumers towards this variable
categorized as a very high. The consumers perceived that price
reduction or discounts in Go-Pay brings a very high benefit to
the them. The highest score comes from PSO2 Item which
86.04% of the respondents perceived that they like to search
for cheap deals in Go-Pay services. Meanwhile, the lowest
score comes from item PSO4 Go-Pay offers valuable
promotions for the respondents.
The consumer assessment of the Performance Expectancy
factor is categorized as very high. It implies that Go-Pay
brings very high benefits to the consumers. The highest score
comes from item PE3 which is using Go-Pay helps consumers
accomplish payments more quickly. Meanwhile, the lowest
score comes from PE4 which is using Go-Pay increases
productivity.
The assessment of consumers towards Facilitating
Conditions factor is high. The lowest score is SI4 related with
respondents can get help from others when have difficulties
using Go-Pay. It implies that this service is still need to be
improved in terms of customer service although it is in the
high category.
The perception of respondents towards Trust to Go-Pay is
high. According to the data, 81,14% respondents perceived
that they believe that Go-Pay is trustworthy. Meanwhile, the
lowest score is T4 which is “Even if not monitored, I would
trust Go-Pay to do the job right.” It revealed that Go-Pay
already build trust among the customers, therefore Go-Pay
needs always to keep the customer trust in order to always
engage the customers.
The consumer assessment of the Continuance Intention
factor is categorized as high. It means that there is a high
degree to which a person has formulated plans to continuously
use Go-Pay perform some specified Go-Pay future behavior.
The opportunity for the consumers to use Go-Pay
continuously is High. 77.91% respondents perceived that they
intend to continue using Go-Pay.
The assessment of consumers towards Habit factor is high.
All the items are categorized as High. 81.34% respondents
perceived that using Go-Pay is something that they do without
thinking. It means that most of respondents use Go-Pay
automatically because of learning since it is very easy to use
Go-Pay. It is supported by the data that 76.77% respondents
perceived that using Go-Pay has become a habit for them.
Meanwhile, item H4 becomes the lowest score while it still in
a high category, which is about customer’s perception of the
Go-Pay addiction.
The assessment of consumers towards Social Influence
variable are categorized as high. The least score comes from
item SI4, which is “Most of people around me are using Go-
Pay.” While the highest score is SI1, which is “People who are
important to me think that I should use Go-Pay.”
After knowing the consumer’s assessment towards the
factors inside the modified UTAUT2 Model, the authors
analyzed the valid data. The 507 valid data were analyzed by
using Partial Least Square (PLS) software which is Smart PLS
2.0 M3. There are two steps for processing the data using PLS,
namely assessment of the measurement model (Outer Model) brave and has no worries to take a risk in adopting a new
and assessment of the structural model (Inner Model). The technology, including in Go-Pay Adoption. Therefore, the
first assessment is for making sure that the items are valid and level of easiness does not become a consideration for them to
reliable. Cronbach’s Alpha (CA) and Composite Reliability adopt Go-Pay. This result confirmed the research conducted
(CR) for evaluating the reliability. Cronbach’s Alpha by [12].
Coefficient at least 0.7 shows that the questionnaire has a good In this study, FC has a positive but no significant influence
reliability (Hair et., al 2010; Kaplan and Saccuzzo 1993:126; on Continuance Intention. It may cause by the consumers who
Nunnally & Bernstein, 1994; Pedhazur & Pedhazur, 1991) in already have necessary devices to use Go-Pay. This is in line
[27]. A good CR indicates that the construct indicators with a study by [12].
combine and adequately measure the construct. The value of The second objective of structural assessment model is
CR required a minimum CR value of 0.7 [27]. TABLE III prediction power of the model which is indicated by for
shows that all the items of this research have fulfilled the dependent latent variable. The result 0.67; 0.33; and 0.19
criteria of reliability. indicate that the model is “Good”, “Moderate”, and “Weak”
[27]. The result of bootstrapping shows that the of this
study is 72.8%. Therefore, this study confirmed that the model
TABLE III. THE CA, CR AND AVE SCORES has a strong predictive power. To test the sub hypotheses, this
Variable CA CR AVE study uses group comparison by using Chin Formula that will
PE 0.86 0.91 0.71 result a t-value for comparing paths of each group [27].
EE 0.93 0.95 0.83
SI 0.87 0.92 0.74
FC 0.80 0.87 0.63
TABLE V. THE RESULT OF MODERATION EFFECT
HM 0.91 0.93 0.70 T-value for moderating variable
PSO 0.87 0.91 0.73 Paths
Age Gender
H 0.91 0.93 0.78 H -> CI 0.02 0.01
T 0.94 0.96 0.84 HM -> CI 0.06 0.05
In terms of convergent validity, the test was conducted by PE -> CI 0.05 0.00
calculating the Average Variance Extracted (AVE) Indicators. PSO -> CI 0.03 0.05
The AVE score which is more than 0.50 shows that the items SI -> CI 0.05 0.02
T -> CI 0.01 0.02
of a variable has an enough convergent validity (Hair et., al
2010; Ghozali, 2008) in [27]. TABLE III shows that the
The TABLE V shows that Young and Adult category also
constructs used in this study have AVE values above 0.5.
Age and Gender differences do not affect the influence of the
Therefore, each construct meets the requirement of convergent
modified UTAUT2 Model factors on continuance intention of
validity test.
consumers in the context of Go-Pay services in Indonesia. All
The assessment of structural model in PLS which is done
the t-values of comparing paths are below 1.96. It reveals that
first to know the influence of the latent variables towards other
there is no difference perception of respondents in terms of
latent variables by using bootstrapping procedure. The criteria
age and gender. This result is in line with the research result of
used is the t-value of path coefficient from one latent variable
Indrawati & Mansur (2015) in [27]. Fig.2. shows the tested
to another variable should be at least 1.65 to be considered
model for continuance intention to adopt Go-Pay in Indonesia.
significant at 95% confidence level one tail test. Table IV
shows the path coefficient and t-value of each latent variable.

TABLE IV. THE PATH COEFFICIENT AND T-VALUE

Correlation of Variables Path Coefficient t-value Status
PE→CI 0.07 1.71 H1 accepted
EE→CI -0.06 1.46 H1 rejected
SI→CI 0.09 2.71 H1 accepted
FC→CI 0.02 0.6 H1 rejected
HM→CI 0.09 1.74 H1 accepted
PSO-> CI 0.067 1.81 H1 accepted
H→CI 0.48 10 H1 accepted
T→CI 0.24 4.93 H1 accepted

Based on the results shown in Table IV, the independent

variables which have positive and significant influence on CI,
respectively from the highest to the lowest are H, T, SI, PSO,
HM, PE. Two variables namely EE and FC have no significant
influence on CI.
EE has no significant influence on Continuance Intention.
According to the respondent profile, 86.19% respondents of
this research are coming from young age category, who are
Fig. 2. Tested Model for Continuance Intention to Adopt
Go-Pay in Indonesia
As shown in Fig 2, this study can conclude that the data in
this study support that Trust has a positive and significant
influence on continuance intention along with five other
variables from original UTAUT2 Model (PE, SI, HM, PSO, H,
T).

Authorized licensed use limited to: Cornell University Library. Downloaded 171
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
 V. CONCLUSION AND SUGGESTIONS
Based on the results and analysis of this research, the author
draws some conclusions.
A. Conclusion
There are 6 variables in this study that were proven to have a
positive and significant influence on the consumer’s
continuance intention of Indonesia Go-pay adoption. The
variables were ordered from the highest to lowest affect
respectively as follows: Habit, Trust, Social Influence, Price
Saving Orientation, Hedonic Motivation, and Performance
Expectancy. There is no difference perception of respondents
in terms of age and gender.
The proposed model of this research had an R-Square value
of 72.8% which means this model has a good predicting power
to predict customer’s continuance intention towards Go-Pay
adoption. Therefore, this proposed model can be used to be
implemented in deciding Go-Pay management marketing
program to increase customer continuance intention on Go-
Pay adoption.
From the results of this research, Go-Pay management is
expected to be able to point out and identify factors inside the
modified UTAUT2 Model influencing consumer’s
continuance intention of Go-Pay adoption. Go-Pay
management could make a priority which factors needed to be
concerned for the further Go-Pay business strategy
developments. Therefore, Go-Pay management will
understand more what user’s preferences are. Below are the
suggestions for the Go-Pay management based on the factors
that has a significant influence towards the consumer’s
continuous intention in adopting Go-Pay:
B. Suggestions
This study has found that the most significant factor from
the modified UTAUT2 Model that influence the Continuance
Intention to use Go-Pay is Habit. The lowest item score of
descriptive analysis in this factor is related with the addiction
in using Go-Pay. Therefore, in order to make the consumers
become addicted to use Go-Pay, the authors suggest to create a
Go-Pay reward name for several levels. Once consumers
unlock a higher level, there will be higher amount of discounts
and Go-Points and it will increase the customer addiction.
The second factor that significantly influence the
continuance intention to use Go-Pay is Trust. Regarding the
lowest item score in this variable, it was about the consumer’s
trust to Go-Pay in doing the right jobs even not monitored. It
would be better if Go-Pay management to always increase the
consumer’s trust by minimizing errors that may happen in Go-
Pay. Go-Pay management may improve and always upgrade
the system and security routinely. As a result, the errors would
be minimized and could result an increase in Go-Pay
consumer’s trust. Just in case some errors come, Go-Pay needs
to be always ready and when the consumer’s need help to
overcome the problems.
The third factor that significantly influence the continuance
intention to use Go-Pay is Social Influence. According to the
descriptive analysis result, most consumers do not think that
Authorized licensed use limited to: Cornell University Library. Downloaded 172
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
most of people around them are using Go-Pay. Therefore, Go-
Pay management would be better to have more interactions
with some communities or with the one who are important or
key player inside the communities.
The fourth factor that influence the continuance intention in
using Go-Pay services is Price Saving Orientation. According
to the score from the descriptive analysis result, the lowest
item score was related with Go-Pay offers valuable promotion
for the consumers. The suggestion is Go-Pay management
could widen the corporations with merchants that is more
popular with attractive promotions, so then, people willing to
redeem the Go-Points with more beneficial vouchers. If there
are many attractive promotions regarding the vouchers also
various merchants, people would like to collect the Go-Point
as much as possible to experience the benefits of the valuable
promotions then, Go-Pay usage will increase.
The fifth factor that significantly influence the Continuance
Intention to use Go-Pay is Hedonic Motivation. The lowest
item score was about Go-Pay Features (Go-Point) entertain the
consumers. Therefore, a suggestion related the Go-points
improvements had been formulated. To make the Go-Points
Token more entertaining, Go-Pay management could improve
the gifts inside the Token by adding doubled points, triple
points, so then the Token will become more interesting.
Performance Expectancy becomes one factors significantly
influence consumers in using Go-Pay. Since Performance
Expectancy has the least significant score, Go-Pay
management just need to maintain the quality of service for
Go-Pay. Go-Pay management also need to conduct a
competitor analysis and ensure that the service is still the best.
For further research, since this modified UTAUT2 Model
has a strong explanatory power which is 72.8%, further
research is expected to do a research in the field of e-payment
but with a different research object.
REFERENCES
[1] Kementrian Komunikasi dan Informatika Republik Indonesia. “Potensi
Besar untuk Pemasukan Negara”, Retrieved on 10th September 2017.
[2] A.D.W. Martowardojo, “Memaksimalkan transaksi Non tunai. Gerai
Info Bank Indonesia”, Retrieved on 10th Sepetmber 2917.
[3] Bank Indonesia, “Laporan Perekonomian Indonesia 2016”, Retrieved
on 10th September 2017.
[4] Daily Social id, “Sebentar Lagi Go-Pay Jadi Alat Pembayaran Digital
di Luar Ekosistem Go-Jek”, Retrieved on 2nd October 2017.
[5] Detikinet, “Go-Pay Balap Go-Jek”, Retrieved on 2nd October 2017.
[6] eMarketer, “Indonesian Ride Hailing Unicorn Go-Jek Accelerates
Digital Payments”, Retrieved on 2nd October 2017.
[7] Info Komputer, “Jumlah Pengguna Go-Pay Meningkat, Go-Pay Ingin
Tingkatkan Inklusi Keuangan”, Retrieved on 20th September 2017.
[8] TechInAsia, “Kalahkan Tokopedia dan Bukalapak, GO-JEK Raih
Penghargaan Startup Fintech dari BI”, Retrieved on 27th September
2017.
[9] Kata Data, “Tiga Bulan Lagi Go-Pay Jadi Alat Pembayaran E-
commerce di Luar Gojek. Kata Data”.
[10] V. Venkatesh, J. Thong, and X. Xu, “Consumer Acceptance and Use of
Information Technology: Extending the Unified Theory of Acceptance
and Use of Technology” , MIS Quarterly, 36 (1), 157-178, 2012
[11] A.A. Alalwan, Y.K. Dwivedi, & N. P. Rana, “Factors influencing
adoption of mobile banking by Jordanian bank customers: Extending
UTAUT2 with trust”, International Journal of Information
Management, 37(3), 99-110. 2017.
[12] Indrawati and K. S. Haryoto ,”The Use of Modified Theory of
Acceptance and Use of Technology 2 to Predict Prospective Users’
Intention in Adopting TV Streaming”, Proceedings of the International
Conference on Computing and Informatics (ICOCI), 11-13 August
2015, Istanbul, Turkey.
[13] X. Xu, “Understanding users’ continued use of online games: An
application of UTAUT2 in social network games” MMEDIA 2014.
[14] H. Qasim and E. Abu-Shanab, “Drivers of mobile payment acceptance:
The impact of network externalities”, Information Systems
Frontiers, 18(5), 1021-1034. 2016.
[15] S. Padashetty and K.S.V. Kishore, “An Empirical Study on Consumer
Adoption of Mobile Payments in Bangalore City-A Case
Study”, Researchers World, 4(1), 83.2013.
[16] T. Escobar-Rodríguez and E. Carvajal-Trujillo, E, “Online purchasing
tickets for low cost carriers: An application of the unified theory of
acceptance and use of technology (UTAUT) model”, Tourism
Management, 43, 70-88. 2014.
[17] D.A. Putri, Indrawati, L.D. Harsono, “The Use of Modified Unified
Theory of Acceptance and Use of Technology 2 Model to Analyze
Factors Influencing Continuance Intention of E-Payment Adoption (A
Case Study of Go-Pay from Indonesia)", International Journal of Science
and Research (IJSR). 1322 - 1326, DOI: 10.21275/ART20178283. 2017.
[18] A. Kolsaker and C. Payne, “Engendering trust in e-commerce: a study of
gender-based concerns”, Marketing Intelligence & Planning, 20(4),
206-214.
Authorized licensed use limited to: Cornell University Library. Downloaded 173
on September 02,2020 at 10:30:19 UTC from IEEE Xplore. Restrictions apply.
[19] Indrawati, “Metode Penelitian Manajemen dan Bisnis, Konvergensi
Teknologi Komunikasi dan Bisnis”, Bandung Indonesia: PT Refika
Aditama. 2015.
[20] Indrawati and M.N Has, “Examining factors influencing webinar
adoption using UTAUT model (Case study at distance learning program,
ABC University, Bandung-Indonesia 2016),” Wireless and Mobile
(APWiMob), 2016 IEEE Asia Pacific Conference on (pp. 52-58).2016.
[21] Indrawati, M. Raman, M. Ariyanti, K. W. Chew, “A Proposed Model for
Measuring Instant Messenger Applications Adoption Among
Indonesians and Malaysians,” Proceedings of the 4th International
Conference on Technology Management, Business and Entrepreneurship
(ICTMBE) 24th-25th November 2015.
[22] S. Mouakket, “Factors influencing continuance intention to use social
network sites: The Facebook case”, Computers in Human Behavior, 53,
102-110.2015.
[23] M.C. Lee, “Explaining and predicting users’ continuance intention
toward e-learning: An extension of the expectation–confirmation
model”, Computers & Education, 54(2), 506-516.2010.
[24] Puskakom, Hasil Riset Manfaat Sosial Aplikasi On- Demand: Studi
Kasus Go-Jek- Indonesia. Retrieved on 3rd December 2017.
[25] P. Kotler and K.L. Keller, “Marketing Management (14 th ed.)”, Upper
Saddle River, New Jersey: Prentice Hall, 2012.
[26] Go-Jek Indonesia, About Us. Retrieved on 25th September 2017.
[27] Indrawati, “Perilaku Konsumen Individu”, Bandung Indonesia: PT
Refika Aditama, 2017.