Analysis of Information Technology User Behavior Model by Creative Economy-Based Entrepreneurs

A Study of Information Technology Application in Creative Industry in Bandung

DOI

10.2991/aebmr.k.210831.095How to use a DOI?

Keywords

Technology Acceptance Model (TAM), self-efficacy, social influence

Abstract

The research aims to predict Internet technology acceptance by creative industry entrepreneurs in Bandung, by using Technology Acceptance Model (TAM) developed by adding social and self-efficacy variables. These variables were the antecedent of other TAM behaviors which were perceived usefulness and perceived ease of use of TAM. The research method used was descriptive survey and explanatory survey. The subjects of the research consisted of entrepreneurs in four superior creative industry clusters in Bandung, with 290 samples selected by using simple random sampling method. The data was analyzed by using descriptive and quantitative analysis. The descriptive analysis employd frequency distribution and percentage of Likert scale. While the quantitative analysis which was aimed to test hypothesis, employs Structural Equation Modeling technique. The result showed that respondents perceive Internet was not difficult to use and improve their performance. Respondents highly respected their ability in using internet and thought that the social influenced on their decision to use Internet is intermediary. Respondents had high level of acceptance in using Internet and showed high level of interest to use Internet, and show high level of actual Internet use. The Internet use behavior was much influenced by perceived usefulness and social influence. The interest of using Internet was mostly influenced by social influence and self-efficacy. Actual Internet use was dominantly influenced by social influence of Internet use. The positive attitude toward Internet used also contributes to actual Internet use through interest variables.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ratih Hurriyati
PY  - 2021
DA  - 2021/09/02
TI  - Analysis of Information Technology User Behavior Model by Creative Economy-Based Entrepreneurs
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 478
EP  - 487
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.095
DO  - 10.2991/aebmr.k.210831.095
ID  - Hurriyati2021
ER  -