Analysis of Information Technology User Behavior Model by Creative Economy-Based Entrepreneurs (A Study of Information Technology Application in Creative Industry in Bandung) Ratih Hurriyati
Universitas Pendidikan Indonesia
Abstract
The research is aimed to predict Internet technology acceptance by creative industry entrepreneurs in Bandung, by using Technology Acceptance Model (TAM) developed by adding social and self-efficacy variables. These variables is the antecedent of other TAM behaviors, which are perceived usefulness and perceived ease of use of TAM.
The research employs descriptive survey and explanatory survey. The subjects of the research consist of entrepreneurs in four superior creative industry clusters in Bandung, with 290 samples selected by using simple random sampling method. The data is analyzed by using descriptive and quantitative analysis. The descriptive analysis employs frequency distribution and percentage of Likert scale. While the quantitative analysis, which is aimed to test hypothesis, employs Structural Equation Modeling technique.
The result shows that respondents perceive Internet is not difficult to use and improves their performance. Respondents highly value their ability in using Internet and think that the social influence on their decision to use Internet is intermediary. Respondents have high level of acceptance in using Internet, show high level of interest to use Internet, and show high level of actual Internet use.
The Internet use behavior is much influenced by perceived usefulness and social influence. The interest of using Internet is mostly influenced by social influence an d self-efficacy. Actual Internet use is dominantly influenced by social influence of Internet use. The positive attitude toward Internet use also contributes to actual Internet use through interest variables.
