Authors : Indrawati and Gusti Ayu Made Mas Marhaeni
Abstract: The average of customers in using instant messenger applications such as WhatsApp, Blackberry Messenger (BBM), LINE, KakaoTalk and WeChat in Indonesia is 40 min per customer per day with the number of application downloaded in Indonesia is the second highest among six countries in South East Asia. This data is contradictive with frequency of usage application in Indonesia which is the lowest among other South East Asia countries. This highest number of downloaded application which is not in line with highest usage of application is not good for the business. It is important to know the factors that affect the intention and usage of instant messenger application. So far, there is no well published research regarding this matter, yet. This research wants to propose a measurement model to analyze factors that affect the behavioral intention and usage of instant messenger applications in Indonesia, especially in Bandung based on UTAUT 2 Model from Venkatesh. The measurement model has been tested by using 30 respondents, the users of instant messenger applications in Bandung. The pilot test reveals that the measurement model is valid and reliable to be used for further study.
Indrawati and Gusti Ayu Made Mas Marhaeni, 2015. Measurement for Analyzing Instant Messenger Application Adoption Using Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). International Business Management, 9: 391-396.