FROM THE ROOTS OF SHARING TO SHARED E-SCOOTERS PLATFORMS FACTORS INFLUENCING USERS���¢�¯�¿�½�¯�¿�½ ADOPTION

Diogo Brito Infante, Antonio da Silva Robalo

2021 | Tesis | Magister Manajemen

Volume lalu lintas yang terus meningkat, menjadi tantangan dalam pemanasan global, dan pergeseran nilai-nilai masyarakat perkotaan menuntut untuk dipikiran dan ditempa kerangka baru pembangunan perkotaan kembali. Berbagi solusi telah muncul, sebagai salah satu yang paling mendukung untuk prinsip pembangunan berkelanjutan yang akan dianut oleh masyarakat kontemporer. Dipicu oleh teknologi komunikasi informasi dan platform transportasi mobilitas, bersama secara drastis membentuk kembali lanskap perkotaan. Meskipun demikian, literatur tentang topik ini masih terbatas pada beberapa studi terfragmentasi yang mengeksplorasi aspek-aspek berbeda dari mobilitas mikro. Oleh karena itu, penelitian ini bertujuan untuk memenuhi kesenjangan pengetahuan tersebut dengan mengeksplorasi faktor-faktor apa saja yang mempengaruhi adopsi konsumen platform e-scooter bersama. Diambil dari literatur teoritis yang mapan dan relevan, model penelitian dibangun di atas kerangka Technology Acceptance Model dan Theory of Planned Behavior. Selanjutnya, data empiris dikumpulkan dari 201 kontributor melalui kuesioner dan hipotesis hubungan antar variabel diuji menggunakan Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa Subjective Norm adalah prediktor terkuat terkait niat untuk mengadopsi shared e-scooter, diikuti oleh Attitude yang menunjukkan korelasi yang sama terhadap niat, dan Perceived Behavioral Control. Berbeda dengan model penelitian yang dirancang, Perceived Usefulness tidak memberikan kontribusi signifikan terhadap Behavioral Intention. Selain itu, hasil menunjukkan bahwa Perceived Usefulness dan Perceived Ease of Use secara positif mempengaruhi Attitude, serta Perceived Ease of Use memengaruhi Perceived Usefulness.

The continuous increasing traffic volume, global warming challenges, and shift in urban society values, demand to rethink and forge a new framework of urban development. Sharing has emerged as one of the most proponent solutions for a principle of sustainable development to be embraced by the contemporary society. Fueled by information communication technologies, shared mobility transport platforms are drastically reshaping the urban landscape. Nonetheless, the literature on this topic is still limited to a few numbers of fragmented studies exploring distinct aspects of micromobility. Therefore, this research aims to fulfill this knowledge gap by exploring what factors are influencing the consumer adoption of shared e-scooter platforms. Drawn from a theoretical established and relevant literature, a research model was built upon the frameworks of Technology Acceptance Model and Theory of Planned Behavior. Subsequently, empirical data was gathered from 201 contributors through a questionnaire and, the hypothesized relationships between the variables were tested employing Structural Equation Modeling (SEM). The results of this study indicate that Subjective Norm was the strongest predictor regarding intention to adopt shared e-scooters, followed by Attitude that revealed similar correlation toward intention, and Perceived Behavioral Control. In contrast to the designed research model, Perceived Usefulness does not contribute significantly to Behavioral Intention. Additionally, the results demonstrate that Perceived Usefulness and Perceived Ease of Use positively influence Attitude, as well as Perceived Ease of Use influences Perceived Usefulness.

Kata Kunci : Micro Mobility, Sharing Economy, Consumer Behavior, Technology Acceptance Model, Theory of Planned Behavior.