LIFESTYLE ON INTENTION THROUGH THE MEDIATION OF PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE

Juniati Juniati(1*), Indarini Indarini(2),

(1) Miracle Aesthetis Clinic-Surabaya,
(2) Faculty of Business and Economics, Universitas Surabaya,
(*) Corresponding Author

Abstract


This study aims to identify relevant lifestyle factors that affect consumer adoption of mobile
phone (BlackBerry). Furthermore, this study attempts to examine the impact of lifestyle factors
on perception and adoption of BlackBerry consumers. Using the technology acceptance model as
a theoretical framework, the conceptual model depicts the relationships among lifestyles,
perceptions, and intention. Two-step structural equation modeling was used to test the proposed
hypotheses. Results of this study show that consumer lifestyle factors (fashion consciousness,
Internet involvement, and e-shopping preference) are direct and indirect antecedents of
consumers’ intention to adopt BlackBerry phone. Findings of this study provide marketers with
insights into how knowledge about lifestyle factors can be integrated into marketing and
advertising strategies.

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor gaya hidup yang mempengaruhi
minat mengadopsi telepon selular (BlackBerry). Selain itu, penelitian ini bertujuan untuk
menguji pengaruh faktor gaya hidup terhadap persepsi dan minat mengadopsi telepon selular
BlackBerry. Studi ini menggunakan model penerimaan teknologi sebagai kerangka teori, model
konseptual menggambarkan hubungan antara gaya hidup, persepsi, dan niat. Untuk menguji
hipotesis yang diajukan digunakan pemodelan persamaan struktural. Hasil dari penelitian ini
menunjukkan bahwa faktor gaya hidup konsumen (kesadaran fashion , keterlibatan internet, dan
preferensi e-shopping) adalah anteseden langsung dan tidak langsung dari niat konsumen untuk
mengadopsi telepon selular BlackBerry. Temuan penelitian ini memberi pemasar wawasan
mengenai bagaimana pengetahuan tentang faktor gaya hidup dapat diintegrasikan ke dalam
strategi pemasaran dan periklanan.


Keywords


lifestyle, perceived usefulness, perceived ease of use, intention to adopt

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DOI: https://doi.org/10.24123/jmb.v12i1.11

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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

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