Early Adoption Characteristic of Consumers': A Behavioral Intention to Use Home Digital Services in Indonesia

This research examines the factors influencing the consumer adoption of Digital Home Service in Indonesia. UTAUT conceptual model of adoption was used to study the adoption characteristic in early market. The model was then empirically tested by employing survey data that was purposively collected from 500 prospective consumers. The findings suggest that, all of the predictors in UTAUT significantly influence consumers when adopting DHS in household as well as in business area. The significant constructs include Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation, and Price Value Together, they significantly explain Indonesian Digital Home Service adoption behavior in the early stage. However, only moderator gender plays the significant role in moderating the construct Effort Expectancy and Hedonic Motivation. The theoretical contribution of this research suggests that UTAUT might find a limitation in modeling complex technology adoption such as multi technology perceived from the introduction of multi bundling service. This research could have given implications for policy makers and broadband providers since the introduction of the service.