Antecedents Varıables of Intentıon to Use Servıce Innovatıon: An Empırıcal Study of E-Toll Card

Aldio Pramudya Gunadi, Sabrina O Sihombing


Lack of consumer willingness to adopt electronic toll card in Jakarta triger the congestion at the toll gates. This congestion has been one of the critical factors that needs to be more focused by PT Jasa Marga as  highway toll service company. The fact shows that only 5.88% of all the total transactions in the toll gates applied E-toll card facility. These facts provide evidence about the lack of consumer willingness to adopt E-Toll card. Therefore, the understanding of consumer behavior to adopt sevice innovation is necessary to solve these lack of consumer unwillingness. This study was developed by replicated the research of Lee (2012) that reveal the antecedents factors that affect the consumer intention to adopt service innovation. Respondents of this research were 217 students from a private university in Tangerang. Respondent were collected by using judgemental sampling based on their experience in using E-toll card. The survey instrument employed demographic background, consumer attitude, perceived ease of use, perceived price fairness, satisfaction with existing service, fashion consciousness, risk averseness and consumer intention to adopt service innovation. Structural equation modeling (SEM) was applied to analyze the data. Result indicated that consumer attitude, perceived ease of use, satisfaction with existing service, risk averseness, and fashion consciousness are the predictors of consumer intention to adopt service innovation. This research also provides the theoretical implication, managerial implication, and suggestion for future research.



consumer acceptance; service innovation; intention to adopt; attitude; ease of use; fashion consciousness; risk averseness; price fairness

Full Text:



Abdel-Wahab, A. G. (2008). Modeling students’ intention to adopt e-learning a case from Egypt. Turkish Online Journal of Distance Education, 9(1), 157-168.

Addington, L. A. (2010). Fear of Crime and Perceived Risk. United States of America: Oxford Bibliographies Online Research.

Agosto, D. E. and Abbas, J. (2011). Teens, Libraries, and Social Networking: What Librarians Need to Know. United States of America: Libraries Unlimited.

Ahmed, P. K. and Shepherd, C. D. (2010). Innovation Management Context, Strategies, Systems, and Processes. London: Pearson Education Limited.

Alam, S. S. and Yasin, N. M. (2010). What factors influence online brand trust: Evidence from online tickets buyers in Malaysia. Journal of theoretical and applied electronic commerce research, 5(3), 78-89.

Aliya, A. (2012). Dahlan kecewa penjualan eToll Card ‘memble’. Retrieved from:

Alsajjan, B. and Dennis, C. (2010). Internet banking acceptance model: A cross-market examination. Journal of Business Research, 63, 148-2963.

Anderson, J.C. and Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach, Psychological Bulletin, May, 411-423.

Badan Pusat Statistik. (2011). Laporan Bulanan Data Sosial Ekonomi.

Botonaki, A., Natos, D. and Mattas, K. (2007). Exploring convenience food consumption through a structural equation model. 103rd I Mediterranean Conference of Agro-Food Social Scientist.

Calder, B.J., Phillips, L.W. and Tybout, A.M. 1981. Designing research for application. Journal of Consumer Research, 8, 197-207.

Chou, C. (2012). Influence of teachers’ perceived e-portfolio acceptance on teacher evaluation effectiveness in Taiwan. Australasian Journal of Educational Technology, 28(4), 719-739.

Diehl, S., Mueller, B. and Terlutter, R. (2007). Skepticism toward pharmaceutical advertising in the U.S. and Germany. Advance in International Marketing, 18, 31-60.

Dyer, W. W. (2010). The Power of Intention. Hay House: United States.

Easley, R.W., Madden, C.S. and Dunn, M.G. (2000). Conducting marketing science: the role of replication in the research process. Journal of Business Research, 48, 83-92.

Epstein, S. (1980). The stability of behavior: II. Implications for psychological research. American Psychologist, 35, 790-806.

Eveleth, L.B. and Robert, W. S. (2008). Expectancy theory and behavioral intention to use computer applications. Interdiciplinary Journal of Information, Knowledge, and Management, 3, 135-146.

Ferdousi, B. and Levy, Y. (2010). Development and validation of a model to investigate the impact of individual factors on instructors’ intention to use e-learning systems. Interdiciplinary Journal of E-learning and Learning Objects, 6, 1-21.

Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Fitriana, R. (2012). Orang Indonesia Makin Konsumtif. Retreived from:

Gewald, H., Wüllenweber, K. and Weitzel, T. (2006). The influence of perceived risks on banking managers’ intention to outsource business processes – A study of the German banking and finance industry. Journal of Electronic Commerce Research, 7(2), 78-96.

Gumussoy, C.A, Calisir, F. and Bayram, A. (2007). Understanding the behavioral intention to use ERP systems: An extended technology acceptance model. Industrial Engineering Department, Management Faculty, Istanbul Technical University. p. 2024-2028.

Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Education.

Herman, A., Xia, L., Monroe, K. B. and Huber, F. (2007). The influence of price fairness on customer satisfaction: An empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49-58.

Jackson, S. L. (2010). Research Methods: A Modular Approach, 2nd ed. Retreived from:

Jahangir, N. and Begum, N. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking. African Journal of Business Management, 2(1), 32-040.

Jakarta 2014 akan Macet Total? Ibukota Mau Dipindahin? (2012). Retrieved May 15, 2012, from (2010). Inverstor Summit & Capital Market Expo 2010. Jakarta: Jasa Marga Update.

Ju, T. L., Hao-Fan, C. and Yu-Hsin, C. (2007). Factors that affect user intention toward e-learning system – Integrating information quality, system quality and habitual domain with TAM. IADIS International Conference e-Learning.

Kinsella, J. and Caulfield, B. (2011). An Examination of the quality and ease of use of public transport in Dublin from a newcomer’s perspective. Journal of Public Transportation, 14(1), 69-81.

Kotler, P. and Amstrong, G. (2010). Principles of Marketing, 13th ed. New Jersey: Pearson Edition.

Lee, B. C. Y. (2012). The determinants of consumer attitude toward service innovation – The evidence of ETC system in Taiwan. Journal of Services Marketing, 26(1), 9 – 19.

Leneman, H. (1990). Bar/bat Mitzvah Education: A Sourcebook. United States of America: A.R.E. Publishing, Inc.

Lule, F., Owansa, T.K. and Waena, T.M. (2012). Application of Technology Acceptance Model (TAM) in M-Banking adoption in Kenya. International Journal of Computing and ICT Research, 6(1), 31-43.

McBurney, D. H. And White, T. L. (2010). Research Method, 8th ed. Cengage Learning. United States of America: SAGE Publications.

Mineski. (2012). E-Toll Card Solusi Kemacetan di Indonesia. Retreived from:

Morris, M. H., Kuratko, D. F. and Covin, Jeffrey G. (2011). Corporate Enterpreneurship & Innovation, 3th ed. United States: South-Western Cengage Learning.

Namkung, Y., Jang, S., Almanza, B. and Ismail, J. (2009). Indentifying the underlying structure of perceived service fairness in restaurants. International Journal of Contemporary Hospitality Management, 21(4), 375-392.

Oliver, R. L. (2010). Satisfaction A Behavioral Perspective on the Consumer. United States of America: M.E Sharpe.

Poindexter, P., Meraz, S.and Weiss, A. S. (2008). Women, Men and News: Divided and Disconnected in the News Media Landscape. New York: Routledge.

Rogers, E. M. (2003). Diffusion of Innovation 5th Edition. New York: Free Press.

Schiffman, L.G., Kanuk, L. L. and Wisenblit, J. (2010). Consumer Behavior. New Jersey: Pearson Education.

Sedana, I Gusti Nyoman and Wijaya, S.W. (2010). UTAUT model for understanding learning management system. Internetworking Indonesia Journal, 2(2), p. 27-32.

Sejarah dan Jejak Langkah Perseroan. (n.d.). Retrieved from:

Sekaran, U. and Bougie, R. (2013). Research Methods for Business A Skill Bulding Approach, United Kingdom: John Wiley & Sons.

Setiawan, B. (2012). Kelas Menengah: Konsumtif dan Intoleran. Retreived from:

Shroff, R.H., Deneen, C. C. and Eugeina, M. W. Ng. (2011). Analysis of the technology acceptance model in examining students’ behavioural intention to use an e-portofolio system. Australian Journal of Educational Technology, 27(4), 600-618.

Suki, N. M. (2011). Factor affecting Third Generation (3G) mobile service acceptance: Evidence from Malaysia. Journal of Internet Banking and Commerce, 16(1), 1-12.

Suki, N. M. and Suki, N. M. (2011). Exploring the relationship between perceived usefulness, perceived ease of use, perceived enjoyment, attitude and subscribers’ intention toward using 3G mobile services. Journal of Information Technology Management, 22(1), 1-7.

Šumak, B., Heričko, M., Pušnik, M. and Polančič, G. (2011). Factors affecting acceptance and use of moodle: An empirical study based on TAM. Informatica, 35, 91-100.

Taleghani, M., Largani, M. S. and Mousavian, S. J. (2011). The investigation and analysis impact of brand dimensions on service quality and customers satisfaction in new enterprises of Iran. Contemporary Marketing Review, 1(6), 1-13.

Teo, T. (2009). Evaluating the intention to use technology among student teachers: A structural equation modeling approach. International Journal of Technology in Teaching and Learning, 5(2), 106-118.

Teo, T., Luan, W. S. and Sing, C. C. (2008). A cross-cultural examination of the intention to use technology between Singaporean and Malaysian pre-service teachers: An application of the Technology Acceptance Model (TAM). Educational Technology dan Society, 11(4), 265-280.

Usluel, Y.K., Askar, P. and Bas, T. (2008). A structural equation model for ICT usage in higher education. Educational Technology & Society, 11(2), 262-273.

Wang, J. and Pho, T. (2009). Drivers of customer intention to use online banking: An empirical study in Vietnam. African Journal of Business Management, 3(11), 669-667.

Xia, L., Monroe, K. B. and Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68, 1-15.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.