Factors That Influence Behavior Intention of Z Generation in Choosing Products of Cellular Telecommunication Services

Ardi W. Alfan, Fadil P. Satria, Shu-Chiang Lin

Abstract


This research studies about Behaviour Intention of Z Generation in choosing cellular telecommunication services product. Using combination of Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Structural Equation Modeling (SEM) method. UTAUT2 is commonly used to review the acceptance of information technology product, then SEM can provide lear picture of the relationship between variables. After data processing, can be seen if some independent variabels are significantly influence to dependent variables. Effort Expectancy, Price Value, Habbit are significantly influence to Behavioral Intention with the value of 0,3, 0,2, and 0,8. Then habbit also significantly influence Use Behavior with the value of 0,49. The aim of this research is to be able to find out which variables that can influence the intention behaviour of Z Generation for choosing the cellular telecommunication services product so than can be uset for operators as reference in taking strategic step of product development.

Keywords


Generation Z; Behaviour Intention; Telecommunication Services Product; SEM; UTAUT2

Full Text:

PDF

References


. A.Chang, “UTAUT and UTAUT 2: A Review and Agenda for Future Research,” The Winners, vol. 13, no. 2, p. 10, 2012.. Arora, D., Pune, M., & Sharma, B. K. (2019). Understanding the attitude of generation z towards workplace, (February).

. Dwidienawati and D. Gandasari, “Understanding Indonesia ’ s Generation Z,” vol. 7, pp. 9–11, 2018.

. Slade, M. Williams, and Y. Dwivdei, “Extending UTAUT2 To Explore Consumer Adoption Of Mobile Payments,” UK Acad. Inf. Syst. Conf. Proc., p. 23, 2013.

. M. Ozkan and B. Solmaz, “The Changing Face of the Employees – Generation Z and Their Perceptions of Work (A Study Applied to University Students),” Elsevier B.V., 2015.

. T. Zhu, B. Wang, B. Wu, and C. Zhu, “Role defining using behavior-based clustering in telecommunication network,” Elsevier Ltd, 2011.

. V. Venkatesh, J. Y. L. Thong, and X. Xu, “Unified Theory of Acceptance and Use of Technology: A synthesis and the road ahead,” J. Assoc. Inf. Syst., vol. 17, no. 5, pp. 328–376, 2016.




DOI: http://dx.doi.org/10.12962/j23546026.y2020i3.11208

Refbacks

  • There are currently no refbacks.


View my Stat: Click Here

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.