Widyastuti Widyastuti, Yessy Artanti, Nindria Untarini, Monika Tiarawati, Muhammad Rizky Ramadhan
Misuse of technology contributes to value co-destruction, particularly in interactions between consumers and companies. Therefore, this study aims to examine the role of technological self-efficacy as a moderating variable in the relationship between ease of use and value co-destruction. To achieve the aim, analysis was carried out to examine how value co-destruction influenced word of mouth. Data was collected through a questionnaire distributed to 210 respondents, with statements measured on a 5-point Likert scale. Following this, data was analyzed using Structural Equation Modeling (SEM), assisted by AMOS software. The results indicated that technological self-efficacy moderated a negative relationship between ease of use and value co-destruction. Furthermore, technological self-efficacy was found to have an effect on value co-destruction. Given these results, the analysis concluded that ease of use did not influence value co-destruction. © The Author(s).
Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia
