An Investigation of the Influential Factors on Digital Text Voting for Commercial Competition: A Case of Indonesia

The present study explores the characteristic value of social behavior in using digital text voting for commercial competition in Indonesia. The combination models of Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) were used to evaluate the latent exploration factors. A total of 112 respondent data was analyzed by structural equation modeling (SEM). Six positive correlations were revealed and the evaluation model able to describe the 36 percent R-square of total behavior intention to use digital text voting for commercial competition in Indonesia. The analysis also reveals that the attitude (AT) factor contributes as the most prominent as well as the highest latent factor to affect the individual's intention by SEM analysis. The exploration result can be used as a valuable input by companies in entertainment industry to develop strategies in attracting the commercial competition viewers.