The use of navigation apps in traveling: the application of UTAUT2 model and the moderating effect of utilitarian value

Introduction Navigation apps have created convenience not only for the travel industry as a whole, but travelers who are particularly passionate about self-guided trips and touring. The adoption processes of these apps as perceived by travelers becomes highly important. Purpose This paper aimed to develop and test a theoretical paradigm concerning the formation of travelers' behavioral intention and their uses of navigation apps. This study also proposed an exploration of the moderating effect of utilitarian value on the relationships among performance expectancy, effort expectancy, social influence, facilitating conditions, price value, habit and traveler intention. Methods Structural equation modeling was used to examine the research hypotheses. Findings The findings showed that performance expectancy, effort expectancy, social influence, facilitating conditions, price value, and habit all impacted behavioral intention. Behavioral intention would impact use behavior. The moderating effects of utilitarian value between performance expectancy and behavioral intention, effort expectancy and behavioral intention, social influence and behavioral intention, and price value and behavioral intention were confirmed. Contributions The modifications of UTAUT2 underscored the flexibility of the model that could provide a better explanation concerning travelers' intention and use behavior of navigation apps. While performance expectancy, effort expectancy, social influence, and price value are all key variables of behavioral intention in UTAUT2, the effect of utilitarian value can be amplified if travelers perceive high level of utilitarian value. Implications How to improve product functionality, information understandability, ease of use, and the capacity of a product(s) interactivity in various ways and in a continuous fashion should be noted and emphasized by the developers in terms of performance expectancy and effort expectancy.