Articles

Technology Paradox and User Intention: The Claude AI Application

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The purpose of this study is to develop a deeper understanding of the factors influencing user intention to adopt Claude, an AI-based chatbot designed to provide ethical, safe, and high-context interaction.The study involves 200 respondents in Indonesia who have used AI at least once, with data analyzed using AMOS 21. The results show that initial trust has a positive and significant effect on perceived usefulness and perceived ease of use, while social influence also significantly enhances both perceptions. Perceived usefulness and perceived ease of use significantly influence users’ attitudes and directly affect their intention to use Claude. However, initial trust does not have a significant effect on attitude. Furthermore, attitude does not mediate the relationships between perceived usefulness or perceived ease of use and intention to use, indicating that behavioral intention is primarily shaped by direct cognitive evaluations rather than affective responses. Overall, perceived usefulness and perceived ease of use emerge as the main determinants of intention to use, with initial trust and social influence acting as important antecedents in shaping early user perceptions. This study extends TAM in the context of AI chatbot adoption and provides practical insights for improving AI acceptance among young users.

The Effect of Product Involvement, Perceived Value, and Attitude as Mediation on the Intention to Use “POSPAY” Apps by PT Pos Indonesia (Persero) to Create the Right Marketing Strategy through a Marketing 4.0 Perspectives

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Pospay is an app from PT Pos Indonesia (Persero). The research’s background highlights the competitive pressures in the financial services industry and the necessity for transformational companies to innovate through digital offerings such as the Fintech app. The implications of this research complete a new understanding for the marketing department at PT Pos Indonesia on how to increase customer intention to use. This research can provide evaluation materials and references for implementing the right marketing strategy from the perspective of Marketing 4.0, especially to increase intention to use it with variable mediation of consumer attitudes. The results of this research can provide an overview of the fact that perceived value is the most powerful variable that contributes to efforts to increase intention to use the Pospay App.

The key research problems are the need to identify the determinants of user intention in adopting FinTech apps, the role of consumer attitude in mediating these determinants, product involvement, and the practical implications for marketing strategy development. The research employs a mixed method with a descriptive approach and uses a type-3 problem-solving scenario. Quantitative data is collected through surveys, and qualitative insights are gathered via interviews or focus group discussions. Structural Equation Modelling (SEM) – Partial Least Square (PLS) with WarpPLS software is used to analyze data testing the hypothesis.

The research results are as follows: Product involvement does not have a significant effect on the intention to use but has a significant effect on consumer attitudes; Perceived value has a significant effect on the intention to use and consumer attitudes; Consumer attitude has a significant effect on the intention to use and mediates the influence of perceived value on intention to use but does not moderate the influence of product involvement on intention to use. The research will provide actionable recommendations for PT Pos Indonesia, enabling them to tailor their marketing strategies better through a Marketing 4.0 perspective to meet customer needs and preferences.