Role of age, gender and cultural factors as moderator on technology acceptance of online entertainment
| Date | 30 April 2024 |
| Pages | 72-89 |
| DOI | https://doi.org/10.1108/IDD-02-2023-0017 |
| Published date | 30 April 2024 |
| Subject Matter | Library & information science,Library & information services,Lending,Document delivery,Collection building & management,Stock revision,Consortia |
| Author | Bernardinus Harnadi,Albertus Dwiyoga Widiantoro,FX Hendra Prasetya,Ridwan Sanjaya,Ranto Partomuan Sihombing |
Role of age, gender and cultural factors
as moderator on technology acceptance
of online entertainment
Bernardinus Harnadi, Albertus Dwiyoga Widiantoro, FX Hendra Prasetya and Ridwan Sanjaya
Department of Information Systems, Soegijapranata Catholic University, Semarang, Indonesia, and
Ranto Partomuan Sihombing
Department of Accounting, Soegijapranata Catholic University, Semarang, Indonesia
Abstract
Purpose –Research on technology acceptance of online entertainment with age, gender and cultural factors as moderator, is rarely conducted.
Previous research predominantly focused on age or gender as moderator, neglecting the influence of cultural fact ors. Therefore, this study aims to
investigate acceptance of online entertainment technology, incorporating age, gender and cultura l factors as moderator.
Design/methodology/approach –Data were collected through a survey comprising 1,121 individuals aged 14–24 years from three cities in
Indonesia. The proposed theoretical model examined the causal effect of acceptance and moderating effects du e to individual gender, age, power
distance, individualism, feminism and uncertainty avoidance (AU). Subsequently, structural equation modeling was used to evaluate the theoretical
model, and the results confirmed several findings from previous research.
Findings –The findings confirmed the positive direct impact of habit and price value (PV) on behavioral intention and hedonic motivation, as well as social
influence on habit. The recent findings derived from the moderating effect analysis showed that age, individualism and feminism played a moderating role
in the effects on individual intention due to habit. Additionally, gender and AU moderated the effects on individual habits due to hedonic motivation.
Originality/value –This research contributes to the limited knowledge of technology acceptance of online entertainment, and also integrates the
causal effects of individual intention due to habit, PV, hedonic motivation and social influence, considering the moderating role of culture, age and
gender. Consequently, the investigation provides valuable insights into the literature by presenting evidence of age, gender and cultural differences
in acceptance. Furthermore, it offers practical guidance to online entertainment application developers on designing applications to satisf y
consumers of different ages, genders and cultures.
Keywords Age, Gender, Culture, Habit, Online entertainment, Technology acceptance
Paper type Research paper
Introduction
In April 2023, “The Global State of Digital,”presented by
Gabby.kenny@wearesocial.net (2023) showsthatoutofthe
global population of 8.03 billion, 5.18 billion are internet users.
The finding was obtained from the survey conducted on
individuals between the age of 16 and 64, who had spent an
average of 6 h and 35 min daily on internet-related activities.
Consequently, the finding shows that the primary reasons for
internet use include obtaining information (59.3%), staying
updated on news and events (51.2%), watching videos, TV
shows or movies (50.6%), accessing and listening to music (44%)
and gaming (29.7%). In the context of internet users, online
music, gaming, video streaming, online comics and online news
are interconnected aspects of online media entertainment, which
is a focus of this research.
As digital natives, younger people have a greater tendency to
use technology due to their familiarity with technology since
childhood (Šorgo et al., 2017). The people’s adaptability and
instinctual understanding of technology-related aspects grow
rapidly. Based on the widespread use of online technology,
particularly in entertainment, investigating technology acceptance
concerning gender and age differences becomes crucial for both
developers and consumers (Akbar, 2013;Chawla and Joshi,
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/2398-6247.htm
Information Discovery and Delivery
53/1 (2025) 72–89
Emerald Publishing Limited [ISSN 2398-6247]
[DOI 10.1108/IDD-02-2023-0017]
© Bernardinus Harnadi, Albertus Dwiyoga Widiantoro, FX Hendra
Prasetya, Ridwan Sanjaya and Ranto Partomuan Sihombing. Published by
Emerald Publishing Limited. This article is published under the Creative
Commons Attribution (CC BY 4.0) licence. Anyone may reproduce,
distribute, translate and create derivative works of this article (for both
commercialand non-commercial purposes),subject to full attribution tothe
original publication and authors. The fullterms of this licence may be seen
at http://creativecommons.org/licences/by/4.0/legalcode
The author gratefully acknowledges the Directorate of Research and
Community Service; Directorate General of Research and Development
Strengthening; Ministry of Research, Technology and Higher Education
Republic of Indonesia which provides research grants No: 010/L6/AK/SP2H.1/
PENELITIAN/2019 and 10/LL6/SP2H.1/AMD/PENELITIAN/2020.
Received 16 February 2023
Revised 23 June 2023
7 October 2023
19 January 2024
11 February 2024
Accepted 17 March 2024
72
2020;Chen, 2018;Harnadi, 2017;Lee, 2009;Venkatesh, 2003,
2012;Wang and Sun, 2016). The initial research on cultural
differences in technology acceptance was carried out by Straub
(1997), exploring technology acceptance in relation to cultural
factors such as power distance (PD), individualism, feminism and
uncertainty avoidance (AU). Seventeen years later, Alshare and
Mousa (2014) investigated the moderating effect of cultural
factors, including PD, individualism and feminism, on
consumers’intention to use mobile payment devices.
Subsequently, Tarhini et al. (2017) focusedonthemoderating
effect of the same cultural factors on e-learning intention. Despite
the prior explorations, research on cultural differences in
technology acceptance remains limited, thereby limiting insights
for both consumers and developers in this concept.
In the context of technology acceptance, there are variations
based on age, gender and cultural factors. Initially, it was
observed that males had higher hedonic motivation and habit
compared to females (Lee, 2009;Venkatesh, 2012). Meanwhile,
Wang and Wang (2008) suggested no discernible differences in
hedonic motivation between genders. Another research also
found that females showed a greater receptiveness to others’
beliefs than males (Venkatesh, 2012). However, Lee (2009)
recorded no distinction in social influence between males and
females. Concerning sensitivity to price value (PV), Venkatesh
(2012) found that females tend to be more sensitive than males.
The differences in technology acceptance among several age
groups were observed in the research conducted by Venkatesh
(2012) and Akbar (2013). Regarding hedonic motivation, younger
people have a higher motivation than older people (Venkatesh,
2012). Meanwhile, Lee (2009) suggested no disparity in hedonic
motivation between younger and older people. In terms of social
influence, Venkatesh (2012),Lee (2009) and Akbar (2013)
presented varying results. For example, Venkatesh (2012) found
that older people were more influenced by others’beliefs than
younger people. Moreover, Akbar (2013) and Lee (2009) found no
significant difference in this regard. Venkatesh (2012) further
explored habit and PV and concluded that older individuals have a
greater tendency than the younger counterparts.
According to Tarhini et al. (2017),Alshare and Mousa
(2014) and Straub (1997), cultural factors play a crucial role in
technology acceptance. In terms of social influence, Tarhini
et al. (2017) and Alshare and Mousa (2014) identified
differences arising from expectations and acceptance variations
in PD, group integration individualism-collectivism (I-C),
traditional gender role differences (feminism-masculinity) and
tolerancefor ambiguity and uncertainty(AU). Consequently,to
adapt technology acceptance to users’preferences, developers
are requiredto have insight into userneeds based on age, gender
and cultural factors. Limited research has been conducted on
moderating the effect of culture on technology acceptance
(Alshare and Mousa,2014;Straub, 1997;Tarhini et al.,2017).
For example, Straub (1997) carried out an inve stigation using
cultural factorssuch as PD, individualism, feminism and AU as
moderator variables, while Tarhini et al. (2017) consideredPD,
feminism and AU and Alshareand Mousa (2014) used PD and
individualism as moderator variables.
Basedonthefindings, research exploring age, gender and
cultural factors in a comprehensive model has not been
conducted. Currently, only a limited number of analogous
research has been identified, with two conducted by Alshare and
Mousa (2014) in Qatar and Tarhini et al. (2017) in Lebanon.
The explorations consider cultural factors as moderator in the
context of technology acceptance, arising two decades after
Straub (1997) initially proposed the impact of these factors on
technology acceptance. It is crucial to be aware that the use of
the model has not been thoroughly explored in Indonesia. As a
result, the current research fills the existing gap by focusing on
data obtained from Indonesia. The primary objectiv e of this
research is to investigate technology acceptance of online
entertainment. The process includes examining factors related
to acceptance of online music, online gaming, video streaming,
online comics and online news. To achieve the desired result,
two key questions are addressed. First, which factors influence
individualintention to accept onlineentertainment, amongage,
gender differences and cultural influences? Second, which
relationship hassignificant or moderate effects on intention?
This research explores the causal effects of hedonic
motivation, PV and social influence on habit and behavioral
intention (BI). Furthermore, it investigates the role of cultural
factors as moderator on habit and technology acceptance of
online entertainment. New findings are obtained from
moderation analysis, particularly regarding role of culture on
individual habit and intention to accept online entertainment,
as well as the impact of hedonic motivation on habit. By
consolidating evidence of variations in acceptability across age,
gender and culture, this research contributes to the existing
knowledge in this field. Additionally,the findings generated can
guide developers of online entertainment applications on the
importance of considering age, gender and cultural factors to
create successfulapplications that appeal to users.
The current research is presented in eight sections, with
Section 1 being the introduction, providing the background,
purpose, questionsand contribution of the exploration. Section
2 presents the body of literature supporting the proposed
model, while Section 3 describes the proposed model and
hypotheses. Section 4 explains the methodology,and Section 5
focuses on data description and analysis. The results are
discussed in Section 6, while Section 7 provides the details of
results and new results. Finally, Section 8 summarizes the
results and analyzesresponses to the research questions.
2. Literature review
2.1 Research variables
The variables used in this research can be seen in Table 1.
Additionally, the operational definitions and the references for
these variablesare described below.
Previousresearch in technology acceptancewas characterized
in the context of online media entertainment technology
acceptance (Table 2), e-commerce technology acceptance
(Table 3) and technology acceptance (Table 4). Furthermore,
the context of the moderating effects was characterized in
gender difference (Table 5), age difference (Table 6)and
culturaldifference (Table 7).
Table 2 shows that almost all re search on technolog y
acceptance of online media entertainment proposed
theoretical models with hypotheses tested using quantitative
data gathered through questionnaires. TAM, TPB a nd
the extended UTAUT were investigated to examine the
moderating effects of age, gender and experience on the
Cultural factors as moderator
Bernardinus Harnadi et al.
Information Discovery and Delivery
Volume 53 · Number 1 · 2025 · 72–89
73
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