Digital Technology Acceptance in Hajj and Umrah Servicesin Indonesia Using UTAUT3
DOI:
https://doi.org/10.220324/km5t3z88Keywords:
Haji dan Umrah;, Niat Perilaku, Penggunaan Aktual, UTAUT3Abstract
This study aims to investigate behavioral intention in accepting and using digital technology in hajj and umrah services with UTAUT3 modification. Data was collected from the survey results of 465 respondents using random sampling techniques. Data analysis techniques used PLS-SEM. The findings show that performance expectations, hedonic motivations, and habits have a significant effect on behavioral intention in accepting digital technology in hajj and umrah services, while effort expectations, social influences, and facilitating conditions do not have a significant effect. However, actual usage behavior is highly dependent on their behavioral intentions and habits, while facilitating conditions have no effect. The results of this study have helped stakeholders, especially the religious tourism industry, in designing marketing and sales strategies for hajj and umrah products and services. These findings contribute to expanding the existing UTAUT3 literature by adding two additional variables as moderators in the relationship between behavioral intention and actual use.
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