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Abstrak :
Penelitian ini mengajukan sebuah model adopsi teknologi pembelian videogame gacha dengan pendekatan teori UTAUT-GIM dan perceived risk. Instrumen penelitian dikembangkan dalam bentuk survei yang disebarkan secara daring dimana responden akan mengevaluasi karakter virtual yang mereka pilih dan kemudian mengevaluasi pengalaman pembelian gacha pada permainan Genshin Impact. Uji hipotesis dilakukan dengan analisis data dari total 2218 responden dengan menggunakan metode CB-SEM. Ditemukan bahwa teori UTAUT-GIM dan perceived risk dapat diterapkan dalam konteks adopsi pembelian gacha di videogame. Faktor visual attractiveness dan competency memiliki korelasi positif terhadap perceived value. Faktor perceived fairness memiliki pengaruh positif yang kuat terhadap effort expectancy, anticipated enjoyment, dan social influence. Social influence tidak mendapatkan hasil signifikan pada penelitian ini untuk diambil kesimpulan. Sementara perceived risk memiliki korelasi negatif yang lemah terhadap intensi pengguna untuk membeli gacha. Terakhir, effort expectancy, anticipated enjoyment, social influence, perceived value, dan habit memiliki pengaruh positif yang lemah terhadap keinginan membeli gacha. Penelitian ini memberikan perspektif baru pada model UTAUT-GIM yang ternyata juga relevan untuk digunakan pada konteks videogame gacha dan menjelaskan faktor-faktor yang dapat menjelaskan persepsi nilai sebuah karakter virtual pada videogame gacha. Dengan hasil ini, pengembang videogame gacha dapat mengetahui bagaimana prioritas yang harus disusun dalam pengembangan videogame gacha agar dapat memiliki keseimbangan antara pencarian keuntungan dan strategi pemasaran gacha yang tidak sehat. ......This study proposes a technology adoption model for buying gacha videogames with the UTAUT-GIM theoretical approach and risk perception. The research instrument was developed in the form of a boldly launched survey where respondents would develop a virtual character of their choosing and then develop a gacha buying experience in the Genshin Impact game. Hypothesis testing was carried out by analyzing data of total 2218 respondents using the CB-SEM method. It was found that the UTAUT-GIM theory and perceived risk can be applied in the context of the adoption of gacha purchases in videogames. The factors of visual attractiveness and competence have a positive correlation with perceived value. Perceived fairness has a strong positive effect on business expectations, anticipated enjoyment, and social influence. Social influence did not get significant results in this study to draw conclusions. While the perceived risk has a weak negative correlation on the intention of users to buy gacha. Finally, effort expectations, anticipated enjoyment, social influence, perceived value, and habits have a weak positive influence on the desire to buy gacha. This study provides a new perspective on the UTAUT-GIM model which is also relevant for use in the context of the gacha videogame and explains the factors that can explain the perceived value of a virtual character in the gacha videogame. With this result, gacha videogame developers can find out how priorities must be set in gacha videogame development to have a balance between profits and unhealthy gacha marketing strategies.

Abstrak :
Penelitian ini mengajukan sebuah model adopsi teknologi chatbot dengan pendekatan teori elaboration likelihood model. Konstruk peripheral yang diuji antara lain visual attractiveness, language mastery, dan reputation. Sementara konstruk central yang diuji adalah information quality. Teori technology acceptance model (TAM) dijadikan referensi untuk pengembangan model yang tidak hanya mengevaluasi model secara fungsional seperti perceived ease-of-use dan perceived usefulness tetapi juga secara social seperti perceived sociability. Instrumen penelitian dikembangkan dalam bentuk survei yang disebarkan secara daring dimana responden akan diberikan waktu untuk berinteraksi dengan chatbot dan kemudian mengevaluasi pengalaman yang dirasakan. Uji hipotesis dilakukan dengan analisis data responden sejumlah 392 data dengan menggunakan metode CB-SEM. Ditemukan bahwa teori ELM dapat diterapkan dalam konteks adopsi teknologi chatbot. Rute peripheral (visual attractiveness, language mastery, dan reputation) memiliki korelasi positif terhadap perceived sociability. Rute central memiliki korelasi positif yang kuat terhadap perceived usefulness dan korelasi positif yang moderat terhadap perceived ease-of-use. Perceived sociability dan perceived usefulness ditemukan dapat memprediksi intensi pengguna untuk berinteraksi secara kuat. Sementara perceived ease-of-use tidak memiliki efek yang signifikan terhadap intensi pengguna untuk interaksi berkelanjutan. Penelitian ini menguatkan penelitian-penelitian sebelumnya yang menemukan bahwa chatbot tidak hanya butuh penerimaan secara fungsional, namun juga sosial. Dengan hasil ini, pengembang dapat mengetahui bagaimana prioritas yang harus disusun dalam pengembangan chatbot yang digunakan secara berkelanjutan oleh penggunanya. ......This study proposes a model for the adoption of chatbot technology using the Elaboration Likelihood Model (ELM) theory. Peripheral constructs that are tested in this study include visual attractiveness, language mastery, and reputation, while the central construct includes information quality. Technology Acceptance Model (TAM) is used as a reference for the development of this research model that discusses not only functional acceptance, such as perceived ease of use and perceived usefulness but also social acceptance (perceived sociability). Research instrument developed in the form of a survey distributed to respondents and will be given time to interact with the chatbot and then evaluate their experience. Hypothesis testing is done by analyzing the data of respondents amounting to 392 data using the CB-SEM method. It was found that ELM theory can be applied in the context of the adoption of chatbot technology. Peripheral route (visual attractiveness, language mastery, and reputation) have positive interactions with perceived sociability. The central route, information quality, has a strong positive correlation on perceived ease of use and perceived usefulness. Perceived sociability and perceived usefulness are found to be a predicting factor for intention to use, while perceived ease of use does not have a correlation with the intention to use. This research support previous studies that found that for a chatbot to be adopted needs not only functional acceptance but also social acceptance. With this result, chatbots developers can understand how to design a chatbot that will be used by its users.