The Driving and Restricting Factors of the Intention to Use the Digital Fishery Platform among Indonesia Consumer During Pandemic and New Normal: Combine UTAUT-IRT Model

Abstract

The poor distribution system of seafood in Indonesia is a problem emerging of the high fish prices for end-users and low fish consumption. The digital fishery platform that can connect directly between fishers and end-users is expected can increase fish consumption. This study aimed to examine the influence of the Combine UTAUT-IRT factor on the digital fishery platform acceptance. Data collection was carried out through online questionnaires in Jakarta, Banten, and West Java provinces. The collected data is 360 samples, and it consists of 120 samples (33 percent) from Jakarta, 151 samples (42 percent) from Banten province, and 89 samples (25 percent) from West Java province. The research results prove that performance expectancy, effort expectancy, and social influence are determinant factors of the digital fishery platform acceptance. However, facilitating conditions did not have a significant effect on the acceptance. Then, low-value, traditional, and image barriers decrease the resistance of the digital fishery platform. Since the innovation resistance impacts digital fishery platform acceptance negatively and significantly, the low resistance increases the acceptance of the digital fishery platform. The results will be the basis for policies to build a digital fishery platform in Indonesia that connects fishers and consumers peer-to-peer through a digital platform. The originality of this study is that this is the first study to test the Combine UTAUT-IRT model in the context of a digital fishery platform.