Mobile Marketplace Evaluation Using UTAUT Method: A Case of Market Place Company

Abstract

The marketplace application is one of the most widely used applications today to support the fulfilment of needs. To provide a channel for their customers, PT.ABC has developed a marketplace application and have been put in playstore since 2017. Through this application, customer can make various transactions including purchasing and selling goods to others. The company have been facing some serious problems regarding the use of this application. This triggers the study. Based on our preliminary studies regarding the information technology evaluation, we decide to adopt the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The UTAUT model has four main variables namely Facilitating Condition, Effort Expectancy, Performance Expectancy, and Social Influence, and four moderating variables, namely: Gender, Age, Experience, Voluntariness of Use. Using the model, this study aims to learn the contribution of those factors to customers’ intention to use behaviour. To test the model, we developed a questionnaire and collect the data from 375 users as samples. The samples were selected using the snowball sampling technique. We model the problem as SEM (Structural Equation Modelling) and use SmartPLS to analyze the data. The result shows that performance expectancy, facilitating conditions and social influence contribute significantly to customers’ use behavior which in turn significantly influences the behavior intention to use and there is a positive influence between behavior intention and use behavior in the use of mobile applications. Meanwhile, gender only moderates the relation between effort expectancy, social influence and performance expectancy to customers’ behavior intention.