What Drives Emerging Products Adoption Intention? Comparing Strategic Entrepreneurship Outcome of Leading Digital Multi-Sided Platform Startups

• Published in: International journal of business 2024-01, Vol.29 (1), p.17-35
• Main Authors: Paulina, Leony, Santoso, Adhi Setyo, An, Chongmi, Rahmiati, Filda, Yustina, Andi Ina
• Format: Article
• Language: English
• Subjects: Bank technology; Business models; Company marketing practices; Consumer behavior; Consumer behaviour; Discriminant analysis; E-commerce; Electronic commerce; Entrepreneurs; Entrepreneurship; Innovations; Marketing; Mobile commerce; New business enterprises; Product introduction; Social networks; Startups; Strategic management; Technology Acceptance Model; Technology adoption
• ISSN: 1083-4346
• DOI: 10.55802/IJB.029(1).002

The findings from this research serves as information exchange mechanism through customer interactions and aims to contribute to enhancing the strategic entrepreneurship of the multi-sided platform start-ups through efficient implementation of e-wallet services as an emerging product. The study adopts task technology fit model in analyzing the e-wallet adoption intention for two markets: E-commerce and transportation. Based on the results of preliminary study, the differences in the respondents' e-wallet adoption intention between the two sectors of e-commerce and transportation provides ground for this comparative study to analyze the underlying consumer behavior that endorse/ deter the usage of e-wallets. The independent variables (E-wallet tasks, compatibility, relative advantage) are analyzed within the TTF framework towards e-wallet adoption. 25-items questionnaire were distributed to a non-probability sample size of 100 and 101 valid responses for e-commerce and transportation respectively. Hypotheses were tested through structural equation modeling and exploratory factor analysis and confirmatory factor analysis were deployed to check the validity and reliability. Findings indicate compatibility and relative advantages positively influences TTF in both e-commerce and transportation usage. However, e-wallet tasks positively influence only the TTF in transportation and has no significant impact on TTF in e-commerce. The study contributes to a better understanding of the adoption intention gap that arise due to task differences and provides SE implications for MSP digital start-ups to formulate more innovative strategies for user attraction.