Perceived Enjoyment, Application Self-efficacy, and Subjective Norms as Determinants of Behavior Intention in Using OVO Applications

This study examines the role of perceived enjoyment, self-efficacy, and subjective norms as determinants of behavioral intention to use the OVO application. This study’s target population is the users of the OVO application who have used it as an electronic transaction. This study’s population was the OVO application users as an electronic transaction tool in Jember Regency. Samples were randomly selected at the time of the survey with specific criteria. The survey location is determined at the Plaza because it is a shopping center that mostly has payments at OVO partner merchants. The model empirically tested using data gathered from 150 respondents of OVO users. The research model was tested by using the structural equation modeling (SEM) approach. The results showed that all constructs in the original TAM model were statistically significant. Subjective norm has a positive effect on perceived usefulness, and perceived enjoyment positively affects perceived ease of use of OVO applications. On the other hand, applications’ self-efficacy does not affect the perceived ease of using OVO applications for electronic transactions. This condition shows that subjective norms are dominant external individual perspectives compared to self-efficacy, which are personal internal characteristics in determining the behavioral intention of using OVO applications in electronic transactions.