Academic journal article Journal of Entrepreneurship Education

The Influence of Novelty Seeking Behavior and Autonomy toward New Product Trial in the Context of E-Business Learning: The Role of Mediation of Perceived Behavioral Control

Academic journal article Journal of Entrepreneurship Education

The Influence of Novelty Seeking Behavior and Autonomy toward New Product Trial in the Context of E-Business Learning: The Role of Mediation of Perceived Behavioral Control

Article excerpt

INTRODUCTION

E-learning is learning by electronic means, learning is not directly from lecture notes, books, or face-to-face with the teacher, but through electronic means and web-based lessons, or on-line lessons (Fry, 2001). Theory of Trying (Bagozzi and Warshaw, 1990) is the expansion of Theory of Planned Behavior (Ajzen, 1985) that "tried to explain the trying process of behavior that is considered problematic towards its success". Theory of Trying placed trial as an important variable that has to be included in the study about information technology adoption. Novelty seeking behavior becomes a factor that is believed to be able to affect new product trial. Mcalister and Pessemier (1982) stated that "novelty seeking behavior aims to find something new in order to fulfill consumer desires ". Applied to variety-seeking, consumers presumably like to discover new products to fulfill the desire for the unfamiliar. Novelty seeking behavior can be found in innovation diffusion literature by Rogers (1983). According to Rogers (1983), "novelty seeking behavior involved how far an individual accepts new ideas and makes innovation decision independently from other people's experiences". According to Hirschman (1980), "the basic idea that underlies the novelty seeking construction is the presence of internal drive or the power of individual motivation that is activated to look for new information". The desire to novel experiences between individuals varies in a continuum from novelty seekers to novelty avoiders. Novelty seeking has two main aspects that are: searching for information that is totally new and the tendency to try new variation from known products (Sugandini et al., 2017a; Sugandini et al., 2018d; Sugandini and Djawoto, 2018).

Other factors analyzed in this research are autonomy and perceived behavioral control. These two factors are important both theoretically and practically in information technology adoption. Company needs to be careful and considers autonomy and reference group implication in behavior related to sustainable innovation. Perceived autonomy support can give a deeper understanding about decision making variable in Theory of Planned Behavior model (Chatzisarantis et al., 2008). This research is conducted in the setting of e-business learning adoption for college student because it can provide benefit and provide the best method for entrepreneurship learning for college students who want to be an entrepreneur and manager in business company. The purpose of this research is to test new product trial model that explains the relations between novelty seeking behavior, autonomy, and perceived behavioral control variables. It can be stated in detail that new product trial is affected by autonomy, novelty seeking behavior, and perceived behavioral control. Besides affecting new product trial, autonomy is also expected to affect perceived behavioral control.

LITERATURE REVIEW

E-Business Learning and Trying to Adoption Innovation

E-business learning has many interpretations, but the point is e-learning is a learning model with electronic means. General form of e-business learning is learning based on computer, web, or on-line. Lessons created to be more interesting using multimedia that is the combination of text, graphic, audio, and animation (Asabere and Enguah, 2012). Lessons can be delivered to learners through various ways, such as PC, PDA, cellular phone, and TV. E-business learning can be further categorized into formal and structured lessons and informal means such as discussion, e-mail, and others. E-business learning has many benefits:

1. Make it easier to provide lessons for students.

2. Just-in-time, because e- business learning is easy to be accessed.

3. Do not wait for class.

4. Fast and easy administrative control.

5. High involvement.

6. More accurate and objective assessment.

7. Increase productivity.

8. Low cost (Sugandini et al. …

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