Analysis of User Acceptance Factors for Mobile Apps Browser Using Unified Theory of Acceptance and Use of Technology (UTAUT) and Task Technology Fit (TTF) on Generation Y

Abstract

UC Browser as a service provider of mobile browser has market share of 28.51% in Indoensian market that drove it into the most popular mobile browser. Many people have done review of UC Browser and they have personal argument based on the methodology. The data on google play describe that user complained about the problems occured in UC Browser. This impacts on the decrease of UC Browser monthly page view in 2016. Therefore, it is necessary to research on the user acceptance factor that affect the usage of UC Browser. This research combine Task Technology Fit (TTF) and Unified Theory of Acceptance and Use of Technology (UTAUT) with construct Attitude. Data collection was done using online questionnaires. For generation Y task characteristics, technology characteristic, task-technoogy fit, task comfortance, performance expectation, effort expectation, social influence, and usage intention have an effect on UC Browser usage. For Y generation, performance expectation, facilitating condition, and user attitude of UC Browser are not the things that affect UC Browser usage. Based on the test results, the acceptance of UC Browser of Y generation using the model TTF and development UTAUT with Attitude construct showed that the model is able to explain 54.9% of the variance in the formation of UC Browser usage behavior.