Empirical Analysis of Switching Behavior and Technology Acceptance in Digital Top-Up Services: Evidence from Indonesian Specialty Coffee Micro-Retail
Keywords:
Switching Behavior, Switching Cost, Perceived Ease of Use, Perceived Usefulness, Perceived Risk, Technology Acceptance Model, Digital Banking, Micro-Retail, Specialty Coffee Shops, Indonesia.Abstract
This research explores the factors influencing customer switching behavior in digital top-up services, with a particular focus on Indonesia’s specialty coffee micro-retail sector. A modified Technology Acceptance Model (TAM) framework is applied, incorporating variables such as switching behavior, switching cost, perceived ease of use, perceived usefulness, perceived risk, and social influence. To date, this study represents the first empirical investigation examining customer switching behavior within digital top-up services among micro coffee retailers in Indonesia. Data were obtained through an online survey of 320 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that Perceived Ease of Use (β = 0.182, p < 0.01), Perceived Usefulness (β = 0.418, p < 0.01), and Switching Cost (β = 0.342, p < 0.05) significantly and positively affect switching behavior. In contrast, Social Influence (β = 0.073, p = 0.242) and Perceived Risk (β = 0.113, p = 0.099) were found to be insignificant predictors. Overall, the model explains 71.5% of the variance in switching behavior (R² = 0.715). These results provide valuable insights for fintech providers and policymakers, emphasizing the need to design secure, user-friendly, and efficient transaction systems to enhance adoption and customer loyalty among Indonesian micro-retailers. By integrating sociological and psychological perspectives, this paper not only extends the theoretical scope of TAM but also offers practical implications for fintech developers and policymakers in promoting digital resilience and inclusivity among micro-entrepreneurs. Ultimately, virtual account top-up services serve as catalysts for behavioral change and sustainable digital transformation within niche retail communities, reinforcing the significance of consumer-centered innovation in the digital economy.
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