Exploring Key Determinants of Consumer Adoption in Mobile Coffee Application: An Extended UTAUT3 Analysis

Abstract

This study investigates factors influencing mobile app adoption for coffee ordering in Indonesian suburban markets, addressing low digital channel utilisation where only 41.7% of transactions occur through mobile applications. Current literature reveals a gap in integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with an explicit 'Incentive' factor for this context. This research employs the extended UTAUT3 framework, incorporating 'Personal Innovativeness' and 'Incentive' as distinct predictors of behavioural intention and usage. A mixed-method approach involved semi-structured interviews with Grounded Theory to identify the 'Incentive' construct, followed by quantitative analysis of survey data from 63 respondents using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results revealed Facilitating Conditions, Habit, and Incentive as significant determinants of behavioural intention to adopt. Other UTAUT3 variables, including Performance Expectancy and Social Influence, showed no significant impact. These findings suggest that improving mobile app adoption in suburban markets requires a strategic focus on infrastructure support, habit formation, and comprehensive incentive programmes.