An investigation into the role of moderating variables on mobile broadband technology acceptance in Indonesia
Creators: name: Rudito, Priyantono
Publisher: name: RMIT University
Year: 2024

description: This thesis involved an examination of the impact of moderator variables on the extended technology acceptance model with the aim of developing a more integrative framework for understanding mobile broadband technology acceptance in Indonesia. The absence of an integrative model that incorporates other types of variables, such as moderator factors, in the current literature indicates the importance of developing such a framework. The research design of this thesis was based in part on a comprehensive literature review, followed by a pre-test, a pilot study and the main study, which yielded 704 responses. The study identified three main variables that potentially have a moderating influence on the Technology Acceptance Model (TAM). These are individual culture value orientation, customer perceived value (CPV) and demographic factors. Furthermore, the most recently developed model in the field, the TRAM (Technology Readiness and Acceptance Model), was also examined for its potential as a baseline model for testing the moderator variables. A comparison between the TRAM and the original TAM was conducted based on structural equation modelling (SEM) fit examination procedures, the results of which revealed that only the TAM part of the TRAM was valid for implementation in the present research. <br><br>The high and low groups of CPV, individual cultural orientation and demographic data were used to develop unconstrained structural high and low data group models, a constrained model and a partially constrained model, to which chi-square difference tests were then applied. The results of these tests indicated whether the differences in the hypothesised relationships in the research model were significant across the groups. A significant result confirmed the influence of some of the moderator variables. These included the conservation and openness to change cultural orientations, which were measured based on Schwartz’s Value System (SVS). Openness to change was proven to moderate two of the three relationships in TAM. It significantly moderated the relationships between perceived enjoyment (PE) and usage intention (UI) and between perceived ease of use (PEOU) and UI. The moderating influence of openness to change on the relationship between perceived usefulness (PU) and UI was found to be insignificant. An interesting finding was obtained by testing the moderating influence of conservatism. Although significant evidence was found to support that conservatism moderated the technology acceptance model overall, no significant results were identified confirming a moderating influence of openness to change on the PE–UI, PU–UI and PEOU–UI relationships. A significant result was obtained for the relationship between PU and PE, where conservatism demonstrated a moderating influence. <br><br>In addition, ‘technology readiness’ was revealed to have a moderating role, rather than performing as a primary antecedent variable within TAM as previously suggested by TRAM research. The moderating influence test results showed that technology readiness moderated the relationships between PE and UI, PU and UI, and also between PEOU and UI. <br><br>These findings led to the development of a more integrative model for understanding mobile broadband technology acceptance in Indonesia. This model can be seen to provide researchers and practitioners alike with invaluable new knowledge needed to enhance technology investment and deployment, new product development, market education, and marketing programs. <br>