Evaluating Technology Acceptance and Service Quality: An Integrated TAM – TPB Approach In Digital Aplication Adoption
Article Sidebar
Main Article Content
Abstract
The rapid expansion of digital payment applications has transformed financial transactions, particularly among university students who are highly engaged in digital ecosystems. Understanding the factors that drive adoption and shape perceptions of service quality is essential for both theory and practice. This study aimed to evaluate the adoption of digital payment applications by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explain their combined effects on perceived service quality. A quantitative research design was applied using a cross-sectional survey distributed to 250 students in East Java who had experience using digital payment applications. The instrument employed a structured questionnaire measured on a five-point Likert scale, and data were analyzed using multiple regression techniques. The results revealed that perceived usefulness and attitude were the strongest predictors of perceived service quality, while perceived ease of use, subjective norms, and perceived behavioral control also contributed significantly, albeit with weaker effects. The integrated TAM–TPB model explained 57% of the variance in service quality, demonstrating a stronger explanatory power than either model alone. These findings suggest that both functional and psychosocial factors are critical in evaluating digital payment services. The study contributes theoretically by extending adoption models to the domain of service quality and provides practical insights for developers and policymakers to improve digital financial services for students.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
A. A. Alalwan, “Mobile banking adoption: A review and synthesis of the literature,” Int. J. Inf. Manage., vol. 55, no. 1, hal. 20–76, 2020, doi: 10.1016/j.ijinfomgt.2020.102076.
J. Choudrie, E. D. Zamani, dan E. Umeoji, “Investigating the adoption of e-government services in developing countries: The role of perceived usefulness and ease of use,” Gov. Inf. Q., vol. 39, no. 2, 2022, doi: 10.1016/j.giq.2022.101694.
V. T. Tran, T. T. Nguyen, dan N. Huynh, “The role of trust in the adoption of digital payment: An extended TAM–TPB approach,” J. Retail. Consum. Serv., vol. 6, no. 7, 2022, doi: 10.1016/j.jretconser.2022.102963.
J. Yi, J. Kim, dan Y. K. Oh, “Uncovering the quality factors driving the success of mobile payment apps,” J. Retail. Consum. Serv., vol. 77, hal. 103641, 2024, doi: https://doi.org/10.1016/j.jretconser.2023.103641.
H. Saeidi, F. Aram, dan S. Sajadi, “Factors affecting public transportation use during pandemic: An integrated TAM and TPB approach,” Technol. Forecast. Soc. Change, vol. 18, no. 6, hal. 122–142, 2023, doi: 10.1016/j.techfore.2022.122142.
G. Ilieva, T. Yankova, Y. Dzhabarova, M. Ruseva, D. Angelov, dan S. Klisarova-Belcheva, “Customer Attitude toward Digital Wallet Services,” Systems, vol. 11, no. 4. hal. 185, 2023. doi: 10.3390/systems11040185.
N. Kumari dan A. Biswas, “Does M-payment service quality and perceived value co-creation participation magnify M-payment continuance usage intention? Moderation of usefulness and severity,” Int. J. Bank Mark., vol. 41, no. 6, hal. 1330–1359, Mei 2023, doi: 10.1108/IJBM-11-2022-0500.
Jiangsu Digital Economy Study, “An empirical study on service quality, perceived value, and purchase intention in China’s digital economy,” J. Inf. Syst. Emerg. Mark., vol. 7, no. 2, hal. 19–38, 2025.
M. S. Rahman, M. A. Islam, dan B. H. Esha, “Factors influencing the adoption of e-wallets in Malaysia: The moderating role of trust,” J. Retail. Consum. Serv., vol. 6, no. 2, 2021, doi: 10.1016/j.jretconser.2021.102684.
N. Al-Qaysi, N. Mohamad-Nordin, dan M. Al-Emran, “A systematic review of technology adoption models in e-learning contexts,” Educ. Inf. Technol., vol. 27, no. 3, hal. 4191–4218, 2022, doi: 10.1007/s10639-021-10719-9.
Y. K. Dwivedi, N. P. Rana, A. Jeyaraj, M. Clement, dan M. D. Williams, “Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model,” Inf. Syst. Front., vol. 21, no. 3, hal. 719–734, 2019, doi: 10.1007/s10796-017-9774-y.
V. Venkatesh, J. Y. L. Thong, dan X. Xu, “Unified Theory of Acceptance and Use of Technology: A decade of review and future directions,” J. Assoc. Inf. Syst., vol. 22, no. 5, hal. 1–40, 2021, doi: 10.17705/1jais.00622.
I. Yildirim dan A. Ayar, “Technology acceptance and behavioral intention in mobile banking: An integrated TAM–TPB perspective,” Int. J. Bank Mark., vol. 42, no. 1, hal. 34–52, 2024, doi: 10.1108/IJBM-09-2023-0478.