Factors that Affecting Behavioral Intention in Online Transportation Service: Case study of GO-JEK

Abstract

This study aims to analyze factors that affect the user’s behavioral Intention on one of online transportation services in Indonesia: GO-JEK. These factors are derived from several IT adoption theories, namely, Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Diffusion of Innovation (DOI) theory. This study uses a quantitative approach with a total of 1,2792 collected respondents. The data gathered within this study is being analyzed using covariance based Structural Equation Model (CB-SEM) method using AMOS 22.0 software. This study found that the factors of internal perception (perceived ease of use), external influences (subjective norm), innovation characteristic (compatibility), perceived enjoyment and variety of service influence the behavioral intention of users on online transportation service in Indonesia.