Exploring of Factors Related to the Technology Adoption in Purchasing System of Product Through Mobile Application

Harry Kurniawan Nugraha and Wawan Dhewanto
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Harry Kurniawan Nugraha: School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia
Wawan Dhewanto: School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia

International Journal of Business and Administrative Studies, 2019, vol. 5, issue 2, 97-108

Abstract: The digital world has been disrupting many conventional methods, especially the purchasing system. The smartphone is also becoming more addictive today. This study aims to explore the factors related to the people reaction and learning process of technology adoption in term of using the application on a smartphone as the purchasing canal. To find the factors related to adopting the technology, the qualitative analysis, including an in-depth interview with an expert, tech-savvy people, and another related person to the research question, is used. The company reputation, pro- motion in term of price-reducing and design of User Interface (UI) and also easy User Experience (UX) are the factors that we found related to the technology adoption. The result of the qualitative method will become basic questions for a quantitative method using a questionnaire and validate the results with the unified theory of acceptance and the use of technology. The promotion has become the most influential factor based on our research to gain awareness or reaction until peoples are driven to learn the technology and decides to purchase. The price value has a relation to the behavioral intention that ended with the use of behavioral as a final step. The finding result will be used for jumping the chasm that exists between the early adopters and the early majority on the technology adoption lifecycle. Due to the small number of early adopters on market shares, the early majority becomes important segmentation in order to gain bigger market shares and become a market leader. The finding factors will also use for the marketing strategy for future penetration and customer acquisition, especially new start-ups, where their products/services are based on mobile applications. This study has not yet explored the strategy related to the operation and financial aspect on the company in term of using the finding factors for the customer acquisition process.

Keywords: Technology adoption; mobile applications; smartphone; purchasing system (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2019:p:97-108

DOI: 10.20469/ijbas.5.10005-2

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