EXPLORING THE ROLE OF PERCEIVED ENJOYMENT INTEGRATION IN THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY: A DESCRIPTIVE STUDY

Abstract

This study delves into the integration of Perceived Enjoyment within the framework of the Unified Theory of Acceptance and Use of Technology (UTAUT) through a descriptive examination. Focusing specifically on users of the Tokopedia platform, the research aims to understand the extent to which Perceived Enjoyment factors contribute to the acceptance and adoption of technology. Utilizing a descriptive approach, this study assesses the indicators of Perceived Enjoyment integration including users' perceptions of the appeal of the Tokopedia application, the enjoyment derived from the product search process, the comfort of interacting with online sellers, and the overall satisfaction of the online shopping experience. The findings highlight users' positive perceptions toward the integration of Perceived Enjoyment, with an average response score of 3.34. The research underlines the significant role of Perceived Enjoyment in influencing users' attitudes and intentions to adopt technology. These insights shed light on how integrating elements of enjoyment within the UTAUT framework can enhance technology acceptance and usage. The outcomes of this study can provide valuable insights for e-commerce platforms like Tokopedia, guiding them in refining user experiences and fostering technological adoption.