Extending UTAUT with Digital Literacy: The Role of Performance Expectancy in the BPO Industry
DOI:
https://doi.org/10.32492/nucleus.v5i2.5211Keywords:
Digital Transformation, Digital Literacy, Effort Expectancy, Performance Expectancy, Behavioral Intention, BPO, PLS-SEMAbstract
This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by examining how Digital Literacy and Effort Expectancy influence Behavioral Intention through the mediating role of Performance Expectancy in the Business Process Outsourcing (BPO) industry. It addresses the digital adoption gap, where the availability of digital technologies does not necessarily translate into employees’ Behavioral Intention to use them. Drawing on Human Capital Theory, Digital Literacy is conceptualized as digital human capital that enhances employees’ perceptions of technology usefulness through Performance Expectancy. Data were collected from 120 employees of the Marketing and Sales Directorate at PT Infomedia Nusantara who actively use the Omnix platform. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Digital Literacy and Effort Expectancy have significant positive effects on Performance Expectancy, which is the strongest predictor of Behavioral Intention. Performance Expectancy fully mediates the relationship between Digital Literacy and Behavioral Intention and partially mediates the relationship between Effort Expectancy and Behavioral Intention. These findings extend UTAUT by establishing Digital Literacy as an antecedent of Performance Expectancy, providing a capability-based explanation of technology adoption. Practically, BPO organizations should strengthen digital literacy through scenario-based Omnix training, communicate system benefits using performance indicators such as lead management and sales productivity, and develop user-friendly digital platforms to improve technology adoption.
References
C. Gaglio, E. Kraemer-Mbula, and E. Lorenz, “The effects of digital transformation on innovation and productivity: Firm-level evidence of South African manufacturing micro and small enterprises,” Technol. Forecast. Soc. Change, vol. 182, p. 121785, Sep. 2022, doi: 10.1016/j.techfore.2022.121785.
World Economic Forum, “The Future of Jobs Report 2023,” 2023. [Online]. Available: https://www.weforum.org/reports/the-future-of-jobs-report-2023
OECD, OECD skills outlook 2021: Learning for life. in OECD Skills Outlook. OECD Publishing, 2021. doi: 10.1787/0ae365b4-en.
E. Marsh, “Understanding the Effect of Digital Literacy on Employees’ Digital Workplace Continuance Intentions and Individual Performance,” in Research Anthology on Digital Transformation, Organizational Change, and the Impact of Remote Work, IGI Global, 2021, pp. 1638–1659. doi: 10.4018/978-1-7998-7297-9.ch080.
V. Venkatesh, M. G. Morris, G. B. Davis, and F. D. Davis, “User Acceptance of Information Technology: Toward A Unified View1,” MIS Q., vol. 27, no. 3, pp. 425–478, Sep. 2003, doi: 10.2307/30036540.
K. Tamilmani, N. P. Rana, and Y. K. Dwivedi, “Consumer Acceptance and Use of Information Technology: A Meta-Analytic Evaluation of UTAUT2,” Inf. Syst. Front., vol. 23, no. 4, pp. 987–1005, Aug. 2021, doi: 10.1007/s10796-020-10007-6.
V. Venkatesh, J. Thong, and X. Xu, “Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead,” J. Assoc. Inf. Syst., vol. 17, no. 5, pp. 328–376, May 2016, doi: 10.17705/1jais.00428.
G. S. Becker, Human Capital: A theoretical and empirical analysis, 3rd ed. University of Chicago Press, 1993. doi: 10.7208/chicago/9780226041223.001.0001.
A. Helga, D. Indiyati, and R. K. Putri, “Cultivating Success: A Study of Organizational Culture, Learning Organization, and Knowledge Management in Enhancing Enterprise Fintech Performance,” in R. K. Hamdan (Ed.), Tech fusion in business and society (Studies in Systems, Decision and Control, 2025, pp. 371–380. doi: 10.1007/978-3-031-84628-1_31.
D. Indiyati, “The role of organisational culture, intellectual capital and competitive advantage in supporting the government policies in education,” Int. J. Econ. Policy Emerg. Econ., vol. 11, no. 1/2, p. 68, 2018, doi: 10.1504/IJEPEE.2018.091028.
D. Indiyati, A. Ghina, and A. F. Romadhona, “Human Resource Competencies, Organizational Culture, and Employee Performance,” Int. J. Sci. Soc., vol. 3, no. 1, pp. 1–10, Jan. 2021, doi: 10.54783/ijsoc.v3i1.251.
D. Indiyati, D. Kusumastuti, and I. W. Siregar, “The leadership as one of key success factors of knowledge management: transformational digital,” Educ. Adm. Theory Pract. 30, pp. 3832–3840, 2024, doi: 10.53555/kuey.v30i5.3541.
P. Gilster, Digital literacy. Wiley Computer Pub. New York, 1997.
H. Tinmaz, Y.-T. Lee, M. Fanea-Ivanovici, and H. Baber, “A systematic review on digital literacy,” Smart Learn. Environ., vol. 9, no. 1, p. 21, Dec. 2022, doi: 10.1186/s40561-022-00204-y.
W. Ng, “Can we teach digital natives digital literacy?,” Comput. Educ., vol. 59, no. 3, pp. 1065–1078, Nov. 2012, doi: 10.1016/j.compedu.2012.04.016.
L. T. L. Huong, H. V. Hiep, H. M. D. Minh, N. H. Phuc, and B. X. Bach, “Impact of digital literacy on intention to use technology for online distribution of higher education in Vietnam: A study of Covid19 context,” JDS, vol. 20, no. 6, pp. 75–86, 2022, doi: 10.15722/jds.20.06.202206.75.
A. K. Kabakus, E. Bahcekapili, and A. Ayaz, “The effect of digital literacy on technology acceptance: An evaluation on administrative staff in higher education,” J. Inf. Sci., vol. 51, no. 4, pp. 930–941, Aug. 2025, doi: 10.1177/01655515231160028.
S. Nikou and M. Aavakare, “An assessment of the interplay between literacy and digital Technology in Higher Education,” Educ. Inf. Technol., vol. 26, no. 4, pp. 3893–3915, Jul. 2021, doi: 10.1007/s10639-021-10451-0.
S. Rahi, M. M. Othman Mansour, M. Alghizzawi, and F. M. Alnaser, “Integration of UTAUT model in internet banking adoption context,” J. Res. Interact. Mark., vol. 13, no. 3, pp. 411–435, Aug. 2019, doi: 10.1108/JRIM-02-2018-0032.
A. S. Ahadzadeh, S. L. Wu, F. S. Ong, and R. Deng, “The Mediating Influence of the Unified Theory of Acceptance and Use of Technology on the Relationship Between Internal Health Locus of Control and Mobile Health Adoption: Cross-sectional Study,” J. Med. Internet Res., vol. 23, no. 12, p. e28086, Dec. 2021, doi: 10.2196/28086.
M. Medeiros, A. B. Ozturk, B. Okumus, M. Hancer, and J. Weinland, “Investigating the antecedents of tourists’ intention to use travel tracking mobile applications to follow other travelers’ experiences,” J. Hosp. Tour. Technol., vol. 16, no. 3, pp. 450–478, Mar. 2025, doi: 10.1108/JHTT-07-2023-0208.
C. Wu and G. G. Lim, “Investigating older adults users’ willingness to adopt wearable devices by integrating the technology acceptance model (UTAUT2) and the Technology Readiness Index theory,” Front. Public Heal., vol. 12, Sep. 2024, doi: 10.3389/fpubh.2024.1449594.
Z. Anugrah, L. Suhaebah, T. R. Pramudita, and R. Yusuf, “Pengaruh Performance Expectancy, Effort Expectancy, Social Influence pada Behavioral Intention Aplikasi Gojek di Kabupaten Garut,” J. Accounting, Manag. Econ. Bus., vol. 2, no. 1, pp. 31–42, Jan. 2024, doi: 10.56855/analysis.v2i1.908.
A. T. M, S. Singh, S. J. Khan, M. U. Akram, and C. Chauhan, “Just One More Episode : Exploring Consumer Motivations for Adoption of Streaming Services,” Asia Pacific J. Inf. Syst., vol. 31, no. 1, pp. 17–42, Mar. 2021, doi: 10.14329/apjis.2021.31.1.17.
H. Joshi, “Perception and Adoption of Customer Service Chatbots among Millennials: An Empirical Validation in the Indian Context,” in Proceedings of the 17th International Conference on Web Information Systems and Technologies, SCITEPRESS - Science and Technology Publications, 2021, pp. 197–208. doi: 10.5220/0010718400003058.
B. Yang and J. Walsh, “The impact of smart elderly care service acceptance on elderly service usage behavior in Xi’an: An analysis of mediating effects based on the UTAUT model and the moderating role of digital literacy,” J. Infrastruct. Policy Dev., vol. 8, no. 13, p. 8238, Nov. 2024, doi: 10.24294/jipd8238.
F. Siddiq, R. Scherer, and J. Tondeur, “Teachers’ emphasis on developing students’ digital information and communication skills (TEDDICS): A new construct in 21st century education,” Comput. Educ., vol. 92–93, pp. 1–14, Jan. 2016, doi: 10.1016/j.compedu.2015.10.006.
M. Hassaan, G. Li, and A. Yaseen, “Toward an understanding of Pakistani customers’ adoption of smart banking services: an extended application of UTAUT2 model with big brother effect and information privacy concern,” Int. J. Bank Mark., vol. 41, no. 7, pp. 1715–1742, Dec. 2023, doi: 10.1108/IJBM-09-2022-0396.
L. Xue, A. M. Rashid, and S. Ouyang, “The Unified Theory of Acceptance and Use of Technology (UTAUT) in Higher Education: A Systematic Review,” Sage Open, vol. 14, no. 1, Jan. 2024, doi: 10.1177/21582440241229570.
D. R. Cavalcanti, T. Oliveira, and F. de Oliveira Santini, “Drivers of digital transformation adoption: A weight and meta-analysis,” Heliyon, vol. 8, no. 2, p. e08911, Feb. 2022, doi: 10.1016/j.heliyon.2022.e08911.
J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, and S. Ray, Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R, 3rd ed. in Classroom Companion: Business. Cham: Springer International Publishing, 2022. doi: 10.1007/978-3-030-80519-7.
J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, and S. Ray, Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R, 2nd ed. in Classroom Companion: Business. Cham: Springer International Publishing, 2017.
J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM). Los Angeles: SAGE Publications, 2017.
J. Henseler, C. M. Ringle, and M. Sarstedt, “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” J. Acad. Mark. Sci., vol. 43, no. 1, pp. 115–135, 2015, doi: 10.1007/s11747-014-0403-8.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sujito Sujito, Dian Indiyati
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
