Hilmiya i-Mas’adah, Hilda e al.
A icle
Swi ching om LPG o elec ici y in Indonesia: a s udy in
he Ja a Bali g id
Cogen Business & Managemen
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Swi ching om LPG o elec ici y in Indonesia: a
s udy in he Ja a Bali g id
Hilda Hilmiya i-Mas’adah, Achmad Sudi o, Fa chu Rohman, Agung
Yunia in o, Dzik i Fi mansyah Hakam & He y Nug aha
To ci e his a icle: Hilda Hilmiya i-Mas’adah, Achmad Sudi o, Fa chu Rohman, Agung
Yunia in o, Dzik i Fi mansyah Hakam & He y Nug aha (2024) Swi ching om LPG o elec ici y
in Indonesia: a s udy in he Ja a Bali g id, Cogen Business & Managemen , 11:1, 2298221, DOI:
10.1080/23311975.2023.2298221
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2024, VoL. 11, no. 1, 2298221
Swi ching om LPG o elec ici y in Indonesia: a s udy in he Ja a
Bali g id
hilda hilmiya i-Mas’adaha,b , achmad sudi ob , Fa chu ohmanb , agung Yunia in ob,
Dzik i Fi mansyah hakamc and he y nug ahaa
aP PLn (Pe se o), Jaka a, indonesia; bManagemen science, Facul y o economics and Business, B awijaya uni e si y, Malang,
indonesia; cschool o Business Managemen i B, Bandung, indonesia
ABSTRACT
echnology inno a ions shi owa d using cleane and mo e con enien p ime ene gy
and ene gy con e e appliances. i has d i en some lowe -middle-income coun ies o
swi ch om ossil uels o elec ici y. howe e , indonesians don’ eel he u gency o
swi ch om liqui ied pe oleum gas (lPg)- ueled cookwa e o elec ici y. his s udy
aims o: (1) explo e use ulness (Use), ease o use (eOU), and ime-o ien ed con enience
( Oc) as an eceden s o unc ional alue (FUnc), ecogni ion alue ( ecV), emo ional
alue (eMOV), and epis emic alue (ePiV); (2) examine he mode a ing e ec o
condi ional alue (cODV) on he in en ion o swi ch cooking ene gy (in ). a
c oss-sec ional s udy ga he ed 290 alid ques ionnai es om households in Jaka a and
o he p o incial capi als in Ja a.
he Pls-seM app oach was applied o examine hypo heses and analyze gende , age,
and egion segmen a ion. he esul s e eal he impac o bo h Use and Oc on FUnc,
ecV, and eMOV. Mo eo e , eOU and Oc posi i ely in luence ePiV. he linea
ela ionship be ween Use and ePiV and be ween ecV and in is insigni ican . howe e ,
a quad a ic ela ionship exis s. his s udy shows ha condi ional alue mode a es he
ela ionship be ween emo ional alue and swi ching in en ion. addi ionally, gende has
an impac on he in luence o eOU and Oc on ePiV, indica ing he p esence o
he e ogenei y. hese indings con ibu e o concep ual ad ancemen in beha io
science by in eg a ing aM, cV, and VaM. Fu he mo e, i illumina es ela ionships
be ween Use, eOU, Oc, consump ion alues, and in en ion. in addi ion, i gi es
p o essionals in he consume elec onics indus y g ea e con idence in de eloping
p oduc appeal, segmen ing p oduc s, and c ea ing pe suasi e p omo ions.
IMPACT STATEMENT
in ecen decades, elec ici y has become inc easingly impo an as a d i ing o ce o
socie al economic g ow h and he ad ancemen o p ospe i y h ough he enjoymen
o li e. swi ching o elec ic ki chen appliances is an eno mous challenge o he
indonesian go e nmen , as mos people ely on lPg o cooking ene gy. We in es iga e
he a ac i eness o induc ion s o es o people using lPg wi h a powe capaci y o
1300 Va o highe in he Ja a-Bali g id. speci ically, we examine how use ulness, ease
o use, and ime-o ien ed con enience in luence mul idimensional consump ion alues
( unc ional, ecogni ion, emo ional, and epis emic) and swi ching in en ions con olled
by condi ional alue. P ac i ione s a e encou aged o ocus mo e on p oduc appeal
cha ac e is ics and gende conce ns when designing p oduc s and ad e ising s a egies
o inc ease ma ke swi ching in en ion.
1. In oduc ion
i is c ucial o win cus ome s’ loyal y by comp ehending consume beha io a e e y decision-making
s age—be o e, du ing, and a e consump ion. he mig a ion heo y is equen ly o analyze swi ching
beha io in ma ke ing phenomena (cheng e al., 2019), (chang & chen, 2014) is equen ly applied. he
heo y sugges s ha mo ing o a new place is p omp ed by discom o in he place o o igin as a push
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Hilda Hilmiya i-Mas’adah [email p o ec ed].ac.id Facul y o economics and Business, B awijaya uni e si y, D . saha jo
s ee no. 313, Jaka a 12960, indonesia.
h ps://doi.o g/10.1080/23311975.2023.2298221
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 27 ap il 2023
e ised 1 Oc obe 2023
accep ed 11 Decembe
2023
KEYWORDS
swi ching in en ion;
consump ion alue;
household ene gy; VaM
SUBJECTS
Powe & ene gy; asian
s udies; consume
Psychology; s a is ics o
social science; sociology;
U ban s udies; U ban
cul u es
REVIEWING EDITOR
kaou he kooli,
Bou nemou h Uni e si y,
Uni ed kingdom
2 hilMiYa i-Mas’aDah e al.
ac o and he a ac i eness o he des ina ion as a pull ac o (Zeng e al., 2021). implemen ing he
ene gy ansi ion, pa icula ly household ene gy, poses challenges o de eloping coun ies. he go e n-
men implemen s a ious economic s a egies and incen i es o lowe swi ching ba ie s. educing he
cu en ene gy supply has been p o en e ec i e in d i ing he con e sion p ocess (Budya & Yasi a o a ,
2011) (Figu e 1).
lPg- ueled s o es a e ex ensi ely used in indonesian households o daily cooking (Budya & Yasi
a o a , 2011). indonesia is one o he de eloping coun ies ha has unbalanced domes ic lPg supplies.
acco ding o indonesia’s Minis y o ene gy and Mine al esou ces (2020), lPg impo s a e expec ed o
inc ease by o e 80% o mee ising domes ic demand, as illus a ed in Figu e 2. ne e heless, he e has
been a ise in household cus ome demand o inc eased ins alled powe capaci y since 2017
(hilmiya i-Mas’adah e al., 2023). he p og am o con e one million lPg s o es o induc ion s o es is
expec ed o lowe lPg impo s by 136.8 housand ons annually, cu lPg subsidies by 778.7 billion iD
annually, and sa e Us$59.9 million pe yea (Pln, 2022).
Mo eo e , due o he o e whelming p esence o subsidized compe ing p oduc s in he ma ke , i
becomes challenging o gauge he impac o induc ion s o es’ a ac i eness on pe cei ed alue and
subsequen consume beha io . an induc ion s o e is mos ly selec ed a e compa ing i s sui abili y,
quali y, p ice, and ype because consume s a e hesi an and conce ned abou he quali y and pe o -
mance o whi e goods pu chasing decisions. he e o e, he a ailabili y o e e ences and in o ma ion
on he usage and bene i s o induc ion s o es becomes a c ucial ac o o consume s in hei
decision-making p ocess (no e i a & Muss y, 2020). o be chosen as an al e na i e ene gy con e e , i
may be mo e e ec i e o highligh he induc ion s o e’s simila i y o he cu en p oduc , lPg s o es
Figu e 1. subsidized LPg o poo households.
sou ce: (Di ec o a e gene al o oil & gas, 2023), (Cen al agency on s a is ics, 2023)
Figu e 2. LPg impo -demand a io.
sou ce: (indonesia Minis y o ene gy & Mine al Resou ces, 2020)
cOgen BUsiness & ManageMen 3
(a ens & hamil on, 2018). his s udy would assis in an empi ical analysis o consume s’ pe cep ions
and in en ions ega ding an induc ion s o e as a subs i u e in Jaka a and h ee majo ci ies in he
Ja a-Bali g id.
ecen ly, ma ke e s ealized ha selling p oduc s o se ices by pu suing po en ial cus ome s is
abou building pe cep ion in cus ome s’ minds. Pe cei ed alue is o en used o p edic a consume ’s
decision o ac . i is a de e minan ac o o adop ion in en ion in he Value-based adop ion Model
(VaM) amewo k (hsu & lin, 2018; alawanich & au, 2020; Vishwaka ma e al., 2020), sa is ac ion
(Diniso & Duh, 2021; Mosa i, 2018) o loyal y (Diniso & Duh, 2021). he heo y o consump ion alue
( cV) explains consump ion choices om a alue s andpoin (gonçal es e al., 2016). i has been he
subjec o se e al s udies, including digi al ma ke ing ( alwa e al., 2020), g een p oduc s (Zailani
e al., 2019), hospi ali y (Wei e al., 2017), and highe educa ion ( i e a e al., 2018). in addi ion,
ecen s udies ha e examined speci ic alues ( alwa e al., 2020; Yoo e al., 2013) o all dimensions
o cV (awuni & Du, 2016; candan & Yıldı ım, 2013) o align wi h he esea ch con ex . some s udies
p o ide inconsis en e idence ega ding he impac o consump ion alues on in en ion, such as
unc ional alue (Yoo e al., 2013), (awuni & Du, 2016), ecogni ion alue (Yoo e al., 2013), (Zailani
e al., 2019), (kuswandi, 2023), emo ional alue (kuswandi, 2023), and epis emic alue (awuni &
Du, 2016).
wo main belie s o he echnology accep ance Model ( aM) ega ding new p oduc accep ance,
use ulness (chu & lu, 2007; hsu & lin, 2018; sohn & kwon, 2020), and ease o use (Vishwaka ma
e al., 2020) signi ican ly impac pe cei ed alue. People li ing in u ban a eas pe cei e ime as a
sca ce esou ce compa ed o hose in u al a eas. his leads o a change in he s anda d o con e-
nience. consequen ly, ime-o ien ed con enience a ec s p oduc alue pe cep ions (shahijan e al.,
2018; Wong, 2021). he signi icance, howe e , is no consis en in he con ex s o e-comme ce use ul-
ness (chen e al., 2018), ease o use o online music pu chasing (chu & lu, 2007), ai line mobile apps
( alawanich & au, 2020), se ice con enience (Wong, 2021), and ime con enience in a long queue
(k eme & Debo, 2015). assessing hese esea ch gaps empi ically is challenging. Despi e he impo -
ance o consump ion alues in unde s anding consume beha io , we a e awa e o only a ew empi -
ical s udies examining household cooking ene gy. his s udy p oposes a amewo k o p edic ing lPg
consume s’ in en ions o swi ch o elec ici y as hei cooking ene gy. Fi s , his s udy combines cV
and VaM by explo ing ou dimensions o consump ion alue, namely unc ional, ecogni ion, emo-
ional, and epis emic, in cons uc ing pe cei ed alue. al hough iden i ying consump ion alues is
impo an o unde s anding consume beha io , he e a e ew empi ical s udies examining household
cooking ene gy. second, VaM is enhanced by in eg a ing ime-o ien ed con enience and aM’s key
belie s—use ulness and ease o use—in o he VaM amewo k ha in luences unc ional, ecogni ion,
emo ional, and epis emic alue. hi d, la e , we e alua e he impac o he ou consump ion alues
on he in en ion o change cooking ene gy. addi ionally, he s udy in es iga es he impac o condi-
ional alue on mode a ing he in en ion o swi ch. he indings will p o ide some insigh in o unde -
s anding he in luen ial and ex insic mo i es ha cus ome s ake in o conside a ion. he s udy
con ibu es o business s akeholde s by allowing elec onic household manu ac u e s o de elop seg-
men ed p oduc s and ma ke ing s a egies ha enhance p oduc accep ance.
he e o e, he main objec i es o his s udy a e: (1) o iden i y he p oduc ’s bene i s (use ulness,
ease o use, and ime-o ien ed con enience) ha in luence unc ional, emo ional, ecogni ion, and
epis emic alues; (2) o in es iga e he impac o de e minan alues on in en ion o swi ch house-
hold cooking ene gy; and (3) o examine he mode a ing e ec o condi ional alue on in en ion
o swi ch household cooking ene gy. Fu he mo e, o inc ease con idence in he model’s obus -
ness, he p oposed model was also e alua ed on non-linea co ela ion and obse ed segmen a ion.
acco dingly, his esea ch is o ganized as ollows: his cu en sec ion b ie ly in oduces he esea ch
p oblem and objec i es. he second sec ion discusses he li e a u e e iew and hypo heses de el-
opmen . he hi d sec ion desc ibes he esea ch me hodology, and he ou h sec ion p esen s he
esul s ela ed o he objec i es; he i h sec ion p o ides a discussion o he esul s and hei
implica ions and limi a ions o be conside ed o u u e esea ch; and inally, he las sec ion o e s
conclusions.
4 hilMiYa i-Mas’aDah e al.
2. Li e a u e e iew and hypo heses
2.1. P oduc ’s bene i and consump ion alues
Value as expe ience is he esul o he in e p e a ion o one’s own and o he s’ expe iences and u u e
d eams, which is in luenced by he in e ac i e exchange o in o ma ion abou in ape sonal and in e pe -
sonal alues (helkkula e al., 2012). assessing alue is subjec i e and cons an ly changing, so he alue
is unique and in luenced by bene icia ies (Va go & lusch, 2008). in he con ex o elec ici y consump-
ion, an elec onic use is he main ac o in he alue co-c ea ion p ocess o in eg a e he alue p o-
posed by he manu ac u e s o elec ical household appliances and he powe -gene a ing companies.
gene a ing companies deli e alue in e ms o eliabili y and a ailabili y. ene gy con e e manu ac u -
e s o e com o , less e o , o con enience in suppo ing daily ac i i ies, as well as o he bene i s
ela ed o elec ic household appliances.
he Value-based adop ion Model amewo k measu es pe cei ed alue as a ade-o o bene i (use-
ulness, enjoymen ) and sac i ice ( echnicali y, pe cei ed ee) o accep al e na i e p oduc s, which played
a signi ican ole in he decision o use pe sonal goods (kim & choi, 2017). wo main belie s o he
echnology accep ance Model ( aM) ega ding new p oduc accep ance—pe cei ed use ulness and pe -
cei ed ease o use—a e conside ed ele an bene i s o his opic. he e m ‘use ulness’ e e s o he
deg ee o accep ance based on a subjec i e assessmen (Da is, 1989) o he induc ion s o e ha would
imp o e pe o mance, including speed, esul s, p oduc i i y, e ec i eness, and smoo hness o ac i i ies,
and educe pos -p ocessing ac i i ies such as washing u ensils, pans, and so on. i is an ex insic mo i-
a ion ha pu sues he cus ome ’s decision p ocess o ob ain bene i s (lee e al., 2005) and signi ican ly
a ec s pe cei ed alue (liao e al., 2022). Pe cei ed use ulness shows di e en e ec s by gende and age
(Venka esh e al., 2003). compa ed o pe cei ed ease o use, pe cei ed use ulness is mo e powe ul o
in luence in en ion di ec ly ( ace o e al., 2020) o indi ec ly (lee e al., 2005; liao e al., 2022) ac oss
usage pe iods (Venka esh e al., 2003). in he con ex o using an induc ion s o e as a subs i u e o an
lPg- ueled s o e, elec ic cookwa e manu ac u e s o e use ulness as a bene i , including imp o ed pe -
o mance, speeded-up pe o mance, inc eased wo k esul s, p oduc i i y, and e ec i eness, and educed
cleaning wo k (Da is, 1989).
ease o use is he deg ee o which he indi idual pe cei es he induc ion s o e’s ope a ing p ocedu es
and in e ac ions as easy o lea n and con ol (Da is, 1989). i sha es simila i ies wi h a iables in o he
heo ies, namely e o expec ancy in U aU (Venka esh e al., 2003), he opposi e meaning o complex-
i y in MPcU ( hompson e al., 1991), o echnicali y in VaM (kim & choi, 2017). ease o use ac s as a
ga eway o inno a ion’s accep ance. Fo ins ance, ease o use was a de e mining ac o o indonesians
in adop ing gas s o es in 2007 (Budya & Yasi a o a , 2011) and has consis en ly been an in luen ial
ac o in con e ing o induc ion s o e usage (no e i a & Muss y, 2020).
eme son de ines "quali y o li e" as " he ul illmen o alues, goals, and indi idual needs h ough
he ac ualiza ion o abili ies o li es yles" (Felce & Pe y, 1995). Flanagan (1978) asse s ha con e-
nience, bo h physical and ma e ial well-being, is one o he ma e ial com o s impac ing one’s quali y
o li e. "Use dimension" is a concep o con enience de i ed om he p ac ical side o use and in lu-
enced by echnological ad ancemen (B own, 1990). con enience emphasizes ime-sa ing o con-
sume s as a bene i o using p oduc s o se ices (shahijan e al., 2018) while ease o use e e s o
he ime du a ion spen s udying o mas e ing new echnologies o sys ems (abbad, 2021). inno a ion
can assis in lowe ing he ime and e o ha use s spend on speci ic ac i i ies (hoye e al.,
2012:420). as a esul , his changing beha io es ablishes a new s anda d o com o . Due o li es yle
changes in u ban a eas, he e a e highe expec a ions o he ul illmen o com o om p oduc s
and se ices. hus, ma ke ing s a egies should conside hese changing com o s anda ds. Fo
ins ance, p omo ional ad e ising con en illus a es ad an ages in sa ing ime (g oss & she h, 1989)
o o e s new con enience alues (shahijan e al., 2018). in esea ch on ene gy con e sion p ocesses
o households om ke osene o lPg in indonesia, one o he easons use s a e willing o con e is
because o he supe io i y o lPg in e ms o cooking du a ion (Budya & Yasi a o a , 2011).
ime-o ien ed con enience in his s udy e e s o six ca ego ies o g oss and she h (1989): as o
use, sa e ime, busy si ua ion, speci ied ime amoun , double use o ime, and escape a ime-o ien ed
li es yle.
cOgen BUsiness & ManageMen 5
his s udy explo es he mul idimensionali y o consump ion alues o cV in cons uc ing he pe -
cei ed alue o he VaM amewo k (ghazali & Mu um, 2020). he heo y o consump ion alue dis in-
guishes unc ional, social, emo ional, epis emic, and condi ional alues ha a e pe cei ed by indi iduals
o d i e consump ion decisions (gonçal es e al., 2016; Jam ozy & lawonk, 2017).
subjec i i y colo s he composi ion o consump ion alues when he decision o consume is made.
he unc ional alue appea s on he a ibu e p o ile o an induc ion s o e and is de i ed om p omi-
nen cha ac e is ics o pe o mance. P oduc eliabili y and du abili y a e conside ed o p o ide quali y
gua an ees and economical ope a ional cos s equal o he bene i s ecei ed (Zailani e al., 2019).
emo ional alue is measu ed by he condi ion o he eelings and a ec ion gene a ed. his alue is
ob ained om he abili y o a ouse, igge , o pe pe ua e associa ed eelings, such as emo ions o joy,
com o , chee ulness, sadness, bo edom, calmness, ne ousness, and ea (Mu um e al., 2021). Fo
example, suppo o ene gy-sa ing campaigns, en i onmen al p ese a ion, and na ional pa io ism.
hese ac ions e oke eelings o mo al p ide.
he e m " ecogni ion alue" e e s o he social ecogni ion de ined by he pe sonal image con-
s uc ed om he esponses o a ious social g oups. Opinions a e o med because o posi i e o nega-
i e s e eo ypes held by a speci ic demog aphic, social s a us, cul u e, o e hnic g oup (Zailani e al.,
2019). When compa ed o lPg- ueled s o es, using an induc ion s o e imp o es he use ’s sel -image and
ecogni ion in he social communi y.
epis emic alue is based on he abili y o a ouse cu iosi y, c ea e no el y, o y some hing new. he
la es echnological inno a ion embedded in a new p oduc a ouses someone’s cu iosi y o y i (Mu um
e al., 2021). cooking wi h no eal lame o moni o is s ill uncommon o indonesians, and i migh be
signi ican in in luencing swi ching in en ions.
VaM-based esea ch makes i e iden ha an eceden ac o s ca ego ized as bene i s ha e a posi i e
impac on pe cei ed alue (hsu & lin, 2018; liao e al., 2022). De e minan bene i s ha ha e an impac on
pe cei ed alue a e use ulness (lian, 2020; sohn & kwon, 2020; Vishwaka ma e al., 2020) and ease o use,
which is he opposi e meaning o echnicali y (Vishwaka ma e al., 2020). Meanwhile, ecen esea ch ocused
on se ice con enience as a bene i ha in luences pe cei ed alue (Pham e al., 2018; Wong, 2021). his
s udy is one o ew ha examines he impac o use ulness, ease o use, and ime-o ien ed con enience on
each dimension o consump ion alue. consequen ly, his s udy es s he hypo heses as ollows:
h1a. Use ulness has a signi ican e ec on unc ional alue.
h1b. Use ulness has a signi ican e ec on ecogni ion alue.
h1c. Use ulness has a signi ican e ec on emo ional alue.
h1d. Use ulness has a signi ican e ec on epis emic alue.
h2a. ease o use has a signi ican e ec on unc ional alue.
h2b. ease o use has a signi ican e ec on ecogni ion alue.
h2c. ease o use has a signi ican e ec on emo ional alue.
h2d. ease o use has a signi ican e ec on epis emic alue.
h3a. ime-o ien ed con enience has a signi ican e ec on unc ional alue.
h3b. ime-o ien ed con enience has a signi ican e ec on ecogni ion alue.
h3c. ime-o ien ed con enience has a signi ican e ec on emo ional alue.
h3d. ime-o ien ed con enience has a signi ican e ec on epis emic alue.
2.2. Consump ion alues and in en ion o swi ch
in his s udy, he in en ion o swi ch om lPg o elec ici y as cooking ene gy by using an induc ion
s o e is applied o measu e he impac o i s a ac i eness on consump ion alue. swi ching o
6 hilMiYa i-Mas’aDah e al.
al e na i e cooking ene gy could be a comple e o pa ial con e sion; hus, in en ions a e de e mined by
dec easing cu en p oduc usage, inc easing al e na i e p oduc consump ion, and commi ing o
swi ching ac ion (chang & chen, 2014; Wu e al., 2017).
ecen esea ch indica es a ious composi ions o cV as signi ican d i ing ac o s o beha io al
in en ion. Func ional and social alues o mobile ins an messaging apps in luence usage in en ion (Dhi
e al., 2020). Func ional, emo ional, and social alues we e ound o ha e signi ican in luences on he
in en ion o use he sOlOMO se ice (Yang & lin, 2017). emo ional and epis emic alues we e con i med
as impo an ac o s o he pu chase in en ion o he bamboo p oduc (Yoo e al., 2013). adop ion
in en ion o g een p oduc s was a ec ed by all alues o cV (ali e al., 2019). condi ional alue, oge he
wi h he unc ional, emo ional, and epis emic alue o bio uels, we e signi ican alues o encou age a
willingness o pay a highe p ice (Zailani e al., 2019). On he con a y, he impac o each alue o cV
was inconsis en in o he empi ical s udies, o ins ance, he unc ional and social alues on in en ion o
pu chase (Yoo e al., 2013), he social alue o willingness o pay (Zailani e al., 2019), unc ional, condi-
ional, and epis emic alues o young cus ome s on g een pu chase in en ion (awuni & Du, 2016). as a
esul , he esea che s pu o wa d 4 hypo heses.
h4. Func ional alue has a signi ican e ec on he in en ion o swi ch.
h5. ecogni ion alue has a signi ican e ec on he in en ion o swi ch.
h6. emo ional alue has a signi ican e ec on he in en ion o swi ch.
h7. epis emic alue has a signi ican e ec on he in en ion o swi ch.
2.3. The mode a ing ole o condi ional alue
consume s a e con on ed wi h condi ional alue in imes o u gency, eme gency, special occasions, o
s imulus. in he unce ain y o he incumben p oduc ’s a ailabili y, he bene i s o an al e na i e p oduc
can encou age unc ional alue, social alue, and e en emo ional alue unde no mal ci cums ances
(Zailani e al., 2019). When lPg is sca ce, o example, he unc ional, social, and emo ional alue o an
induc ion s o e has a g ea e impac on swi ching in en ions han when lPg is widely a ailable. hus,
condi ional alue is p edic ed o ha e a mode a ing e ec on he impac o unc ional, ecogni ion, and
emo ional alues on beha io al ou comes (sweeney & sou a , 2001). his s udy, he e o e, p oposed
hypo heses ha :
h8a. condi ional alue mode a es he in luence o unc ional alue on he in en ion o swi ch.
h8b. condi ional alue mode a es he in luence o ecogni ion alue on he in en ion o swi ch.
h8c. condi ional alue mode a es he in luence o emo ional alue on he in en ion o swi ch.
3. Me hodology
Based on he li e a u e e iews, his s udy p oposes a concep ual esea ch amewo k o demons a e he
e ec o an induc ion s o e’s a ac i eness (use ulness, ease o use, and ime-o ien ed con enience) and
consump ion alues ( unc ional, ecogni ion, emo ional, and epis emic alues) on swi ching in en ion,
wi h condi ional alue as a mode a o .
3.1. Measu es
he p oposed hypo heses we e e i ied by an empi ical s udy. We conside ed he measu emen o p e-
ious li e a u e and adap ed i o sui he opic. o measu e use ulness and ease o use, we used he
scale o he echnology accep ance Model (Da is e al., 1989). he con enience o an induc ion s o e
was inspi ed by ime-o ien ed ad e ising con en ca ego ies (g oss & she h, 1989) and ans o med in o
six indica o s (hilmiya i-Mas’adah e al., 2023). o measu e unc ional alue, ecogni ion alue, and
cOgen BUsiness & ManageMen 7
condi ional alue, we adap ed i ems p e iously used by Zailani e al. (2019). We applied i ems o mea-
su ing emo ional alue and epis emic alue p oposed by Mu um e al. (2021). Ques ions ela ed o he
in en ion o swi ch we e adap ed om Wu e al. (2017) and chang and chen (2014) and modi ied o i
he opic. all 38 indica o s we e e lec i ely measu ed using a i e-poin like scale (appendix a). he
ques ionnai e was de eloped o he indonesian e sion, including in o ma ion abou ene gy consump-
ion cha ac e is ics and esponden s’ socio-demog aphics.
3.2. Sampling and da a collec ion
in his esea ch, a pilo es was conduc ed o alida e he su ey ins umen a e h ee use s o he
induc ion s o e e iewed he ques ionnai e i ems on he p e- es . he p ima y su ey was olled ou
om Janua y o Ma ch 2022 a e e ising he wo ding and o ma o he ques ionnai e, ga he ing a o al
o 290 alid esponses, which is abo e he minimum sample size o 60 o he 10- imes ule me hod (hai
e al., 2017, 2011). a c oss-sec ional su ey was ca ied ou among households ha use lPg o hei
daily cooking ene gy and u ilize elec ici y a a minimum o 1300 Va. i applied a pu posi e and
non-p obabili y sampling me hod a ge ing people in and ou side o Jaka a (i.e., Bandung, Yogyaka a,
and su abaya). selec ed esponden s we e in e iewed o ge u he in o ma ion abou he i ems o he
ques ionnai e. Desc ip i e in o ma ion abou he esponden s is shown in appendix B, able B1.
4. Analysis and indings
his s udy applied sma Pls e sion 3.2.9 ( ingle e al., 2015) o e i y he p oposed model and
hypo heses ia pa ial leas squa es s uc u al equa ion modeling (Pls-seM). con i ma o y composi e
analysis was applied (hai e al., 2020) be o e inspec ing he hypo heses o ensu e he con e gen
alidi y and disc iminan alidi y o indica o s. ad anced analyses we e applied, including p edic i e
powe and linea i y es s. o deeply unde s and cus ome p e e ences, segmen a ion analysis by gen-
de ( emale s. male), loca ion (Jaka a s. o he ci ies), and age (unde 45 s. 45 o abo e) en ich he
indings.
4.1. Measu emen model assessmen
he measu emen model was assessed by u ilizing sma Pls acco ding o ou c i e ia: (a) indica o eli-
abili y; (b) in e nal consis ency eliabili y; (c) con e gen alidi y; and (d) disc iminan alidi y (hai e al.,
2021); con e gen alidi y, indica o eliabili y, disc iminan alidi y, and composi e eliabili y (Beni ez
e al., 2020).
1. indica o eliabili y ela es o how much a iance in each indica o can be explained by he con-
s uc , including con e gen alidi y and disc iminan alidi y es ing. con e gen alidi y is mea-
su ed by he ou e loading alue o each indica o , and disc iminan alidi y is measu ed by he
c oss-loading alue be ween indica o s (hai e al., 2021). sma Pls es ima es ha none o he ou e
loadings a e less han 0.708 (loading: 0.745–0.949) and ha he c oss-loading o indica o s is g ea e
han ha o o he cons uc s. he esul s as shown in appendix c, able c1, indica e ha all 38
indica o s a e alid.
2. in e nal consis ency eliabili y is measu ed by he pa ame e s men ioned in appendix a. he in e nal
indica o eliabili y p oposed by Dijks a-hensele (ρa) lies be ween he ex eme alues o c onbach’s
alpha wi h no indica o ’s weigh and composi e eliabili y (ρc) which conside s he weigh o each
indica o (hai e al., 2019). he esul s show ha he composi e eliabili y o h ee cons uc s, as
shown in appendix c, able c2, is abo e 0.95 bu he ρa less han 0.95 (in en ion o swi ch ρc = 0.951;
ρa=0.939; ease o use ρc = 0.959; ρa=0.947 and emo ional alues ρc = 0.958; ρa=0.934). hus, edun-
dancy is no an issue in each cons uc (hai e al., 2019).
3. con e gen alidi y was examined wi h aVe. able c2 in appendix c shows ha all cons uc s we e
alid because hei aVe was abo e he h eshold o 0.5.
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cOgen BUsiness & ManageMen 17
Appendices
appendix a. he cons uc ’s indica o s
Use ulness
x1.1:Using an induc ion s o e would enable me o accomplish my cooking mo e quickly
x1.2:Using an induc ion s o e would imp o e my cooking pe o mance
x1.3:Using an induc ion s o e would inc ease my cooking p oduc i i y
x1.4:Using an induc ion s o e would enhance my cooking e ec i eness
x1.5:Using an induc ion s o e would make i easie o do my cooking ac i i y
x1.6:i would ind an induc ion s o e use ul in my cooking ac i i y
ease o use
x2.1:lea ning o ope a e an induc ion s o e would be easy o me
x2.2:i would ind i easy o ge an induc ion s o e o do wha i wan i o do
x2.3:My in e ac ion wi h he induc ion s o e would be clea and unde s andable
x2.4:i would ind an induc ion s o e o be lexible o in e ac wi h
ime-o ien ed con enience
x3.1: he induc ion s o e is as o use
x3.2:an induc ion s o e is a means o sa ing ime
x3.3:i’m busy and ega d ime as sca ce/ aluable
x3.4: he amoun o ime equi ed o use an induc ion s o e is speci ied
x3.5: i can use an induc ion s o e while doing o he ac i i ies
x3.6:induc ion s o e gi es me mo e ime o elax
Func ional alue
z1.1: he oods p epa ed by an induc ion s o e ha e consis en quali y
z1.2: he induc ion s o e is du able
z1.3: he use o an induc ion s o e would sa e cooking cos
z1.4: he induc ion s o e is easonably p iced
z1.5: he induc ion s o e is a good ki chen appliance o he p ice.
ecogni ion alue
z2.1:Using an induc ion s o e would imp o e he way ha i am pe cei ed
z2.2:Using an induc ion s o e would make a good imp ession on o he people
z2.3:Using an induc ion s o e would help me o eel accep able
emo ional alue
z3.1:Using an induc ion s o e ins ead o an lPg- ueled s o e would eel like he mo ally igh hing o do
z3.2:Using an induc ion s o e ins ead o an lPg- ueled s o e would make me eel like a be e pe son
z3.3:Using an induc ion s o e ins ead o an lPg- ueled s o e would eel like making a good pe sonal con ibu ion
o some hing be e
condi ional alue
z4.1:i would use an induc ion s o e ins ead o an lPg- ueled s o e i he e we e a subsidy o elec ici y bills
z4.2:i would use an induc ion s o e ins ead o an lPg- ueled s o e when elec ic powe is a ailable all he ime
z4.3:i would use an induc ion s o e ins ead o an lPg- ueled s o e unde lPg sho age condi ions
epis emic alue
z5.1:i like o sea ch o he new di e en p oduc in o ma ion
z5.2:i am willing o seek ou no el in o ma ion abou he induc ion s o e
z5.3:i would p e e o gain subs an ial in o ma ion abou he makes and models o elec ic ki chen appliances
be o e pu chase
in en ion o swi ch household cooking ene gy
y1: i p e e o hink o elec ici y as my p ima y sou ce o cooking ene gy.
y2: i’m hinking abou boos ing my elec ici y consump ion as my cooking ene gy.
y3: i’m hinking abou educing my lPg consump ion as my cooking ene gy sou ce.
y4: i am de e mined o swi ch o use an induc ion s o e
y5: he chance o my swi ching o an induc ion s o e is high
18 hilMiYa i-Mas’aDah e al.
Appendix B Desc ip i e s a is ics
Table B1. Demog aphic and cha ac e is ics o esponden s.
Va iable Coun
gende emale 146 [50.34%]
male 144 [49.66%]
age 15–24 38 [13.1%]
25–34 48 [16.55%]
35–44 74 [25.52%]
45–54 83 [28.62%]
55–64 39 [13.45%]
abo e 64 8 [2.76%]
Household ca ego y 1300 Vol ampe e (Va) 115 [39.66%]
2200 Vol ampe e (Va) 112 [38.62%]
3500 Vol ampe e (Va) 42 [14.48%]
4400 Vol ampe e (Va) 9 [3.1%]
5500 Vol ampe e (Va) and abo e 12 [4.14%]
LPg consump ion subsidized LPg (3kg cylinde ) 100 [34.48%]
non subsidized LPg 134 [46.21%]
bo h 56 [19.31%]
Ci y Jaka a a ea 140 [48.28%]
ou side Jaka a (o he big ci ies: Bandung, Yogyaka a, su abaya) 150 [51.72%]
exposu e le el pa ially use an induc ion s o e o cooking 55 [18.97%]
ne e use an induc ion s o e o cooking 235 [81.03%]
employmen Full- ime employee in he o ice/ ac o y 129 [44.48%]
s uden s, college s uden s 31 [10.69%]
Full- ime employee wo k om home 43 [14.83%]
en ep eneu 27 [9.31%]
no wo king on pu pose (i.e., aking ca e o he house) 22 [7.59%]
e i ed 18 [6.21%]
o he s 20 [6.9%]
educa ion le el high school 51 [17.59%]
bachelo 40 [13.79%]
g adua e 134 [46.21%]
pos g adua e 65 [22.41%]
Household/li e si ua ion single and li e alone 10 [3.45%]
single and li ing wi h pa en s/ iends 50 [17.24%]
pa ne wi hou child en 25 [8.62%]
couple wi h child en 198 [68.28%]
o he s (p e e no o answe ) 7 [2.41%]
cOgen BUsiness & ManageMen 19
Table B2. Means and s anda d de ia ion o cons uc s’ indica o s.
i em Re Mean sD Ku osis skewness
y.1 (Wu e al., 2017) 3.417 1.064 −0.697 −0.101
y.2 3.310 1.067 −0.614 −0.046
y.3 3.317 1.042 −0.539 0.052
y.4 3.207 1.056 −0.552 0.072
y.5 (Chang & Chen, 2014) 3.334 1.068 −0.642 −0.033
x1.1 (Da is, 1989) 3.379 1.051 −0.530 −0.090
x1.2 3.245 1.101 −0.470 −0.201
x1.3 3.348 1.040 −0.362 −0.201
x1.4 3.441 1.050 −0.432 −0.258
x1.5 3.700 1.032 −0.193 −0.546
x1.6 3.845 0.976 0.238 −0.715
x2.1 (Da is, 1989) 4.021 0.958 0.406 −0.871
x2.2 4.007 0.928 0.496 −0.819
x2.3 4.034 0.894 0.810 −0.854
x2.4 3.938 0.904 −0.251 −0.525
x3.1 (g oss & she h, 1989;
Hilmiya i-Mas’adah e al., 2023)
3.976 0.896 −0.699 −0.386
x3.2 3.734 0.930 −0.797 −0.147
x3.3 3.676 0.953 −0.620 −0.152
x3.4 3.762 0.911 −0.579 −0.199
x3.5 3.872 0.918 −0.432 −0.417
x3.6 3.717 0.930 −0.656 −0.158
z.11 (Zailani e al., 2019) 3.517 0.997 −0.274 −0.195
z.12 3.586 0.910 −0.579 0.004
z.13 3.276 1.079 −0.550 −0.121
z.14 3.317 1.035 −0.514 −0.066
z.15 3.690 0.961 −0.211 −0.350
z.21 (Zailani e al., 2019) 3.321 1.161 −0.585 −0.290
z.22 3.376 1.151 −0.582 −0.349
z.23 2.990 1.152 −0.592 0.020
z.31 (Mu um e al., 2021) 3.097 1.141 −0.540 −0.162
z.32 3.097 1.094 −0.497 −0.066
z.33 (Zailani e al., 2019) 3.334 1.041 −0.400 −0.207
z.41 (Zailani e al., 2019) 3.717 1.128 −0.577 −0.499
z.42 3.841 1.011 −0.591 −0.501
z.43 3.986 0.958 −0.063 −0.730
z.51 (Mu um e al., 2021) 3.886 0.938 −0.058 −0.577
z.52 3.831 0.959 −0.251 −0.505
z.53 (Zailani e al., 2019) 4.055 0.904 0.404 −0.784
20 hilMiYa i-Mas’aDah e al.
Table C3. Disc iminan alidi y: He e o ai -Mono ai .
Cons uc use eou oC FunC ReCV eMoV CoDV ePiV
use
eou 0.515
oC 0.824 0.648
FunC 0.805 0.556 0.814
ReCV 0.591 0.405 0.567 0.664
eMoV 0.693 0.386 0.658 0.764 0.820
CoDV 0.431 0.504 0.477 0.640 0.519 0.555
ePiV 0.438 0.617 0.558 0.580 0.627 0.489 0.633
si 0.666 0.462 0.640 0.735 0.655 0.722 0.480 0.554
Appendix C In e en ial s a is ics
Table C1. C oss loading o indica o s.
i eMs si use eou oC FunC ReCV eMoV ePiV CoDV
y.1 0.838 0.516 0.393 0.552 0.595 0.467 0.530 0.435 0.359
y.2 0.910 0.540 0.390 0.541 0.624 0.535 0.631 0.471 0.401
y.3 0.868 0.529 0.437 0.503 0.549 0.567 0.548 0.488 0.385
y.4 0.924 0.586 0.362 0.563 0.622 0.585 0.658 0.446 0.387
y.5 0.920 0.594 0.363 0.515 0.604 0.526 0.643 0.441 0.456
x1.1 0.460 0.779 0.325 0.546 0.553 0.377 0.467 0.234 0.237
x1.2 0.533 0.865 0.350 0.619 0.649 0.502 0.564 0.324 0.309
x1.3 0.581 0.913 0.427 0.641 0.669 0.482 0.573 0.352 0.342
x1.4 0.557 0.902 0.369 0.680 0.645 0.460 0.578 0.359 0.340
x1.5 0.558 0.855 0.502 0.757 0.659 0.465 0.569 0.393 0.368
x1.6 0.440 0.745 0.465 0.626 0.534 0.433 0.499 0.371 0.379
x2.1 0.359 0.367 0.911 0.489 0.411 0.303 0.271 0.517 0.412
x2.2 0.394 0.433 0.942 0.537 0.458 0.337 0.323 0.498 0.408
x2.3 0.437 0.460 0.949 0.600 0.505 0.385 0.372 0.573 0.442
x2.4 0.409 0.509 0.892 0.615 0.507 0.353 0.375 0.511 0.436
x3.1 0.482 0.568 0.686 0.800 0.609 0.406 0.490 0.477 0.467
x3.2 0.533 0.710 0.551 0.898 0.680 0.452 0.546 0.452 0.339
x3.3 0.492 0.696 0.458 0.887 0.640 0.441 0.523 0.386 0.312
x3.4 0.546 0.740 0.492 0.893 0.694 0.472 0.569 0.475 0.398
x3.5 0.533 0.643 0.524 0.838 0.620 0.437 0.523 0.447 0.371
x3.6 0.534 0.630 0.481 0.896 0.657 0.502 0.559 0.433 0.357
z.11 0.554 0.740 0.469 0.734 0.816 0.608 0.622 0.515 0.471
z.12 0.560 0.626 0.462 0.671 0.873 0.495 0.598 0.462 0.516
z.13 0.600 0.596 0.351 0.598 0.827 0.496 0.614 0.344 0.410
z.14 0.572 0.538 0.337 0.498 0.813 0.441 0.555 0.339 0.421
z.15 0.492 0.515 0.499 0.574 0.815 0.418 0.495 0.500 0.511
z.21 0.530 0.496 0.401 0.478 0.547 0.938 0.668 0.550 0.451
z.22 0.542 0.506 0.431 0.466 0.526 0.942 0.669 0.554 0.441
z.23 0.574 0.472 0.194 0.480 0.567 0.858 0.722 0.447 0.380
z.31 0.611 0.600 0.314 0.541 0.646 0.657 0.935 0.387 0.432
z.32 0.643 0.614 0.335 0.574 0.633 0.774 0.943 0.434 0.437
z.33 0.651 0.599 0.380 0.620 0.692 0.687 0.940 0.459 0.548
z.41 0.285 0.257 0.281 0.299 0.406 0.337 0.418 0.409 0.834
z.42 0.489 0.398 0.450 0.417 0.546 0.482 0.522 0.530 0.917
z.43 0.330 0.330 0.435 0.377 0.480 0.352 0.336 0.486 0.839
z.51 0.462 0.335 0.458 0.441 0.440 0.526 0.375 0.921 0.466
z.52 0.535 0.447 0.549 0.504 0.544 0.580 0.517 0.901 0.534
z.53 0.376 0.299 0.536 0.439 0.425 0.420 0.324 0.896 0.508
in : in en ion o swi ch cooking ene gy; use: use ulness; eou: ease o use; oC: ime-o ien ed Con enience; FunC: Func ional Value; ReCV:
Recogni ion Value; eMoV: emo ional Value; ePiV: epis emic alue; CoDV: Condi ional Value
Table C2. Validi y and eliabili y.
Cons uc C onbach’s alpha ρaComposi e Reliabili y
a e age Va iance
ex ac ed (aVe)
in en ion o swi ch cooking
ene gy
0.936 0.939 0.951 0.797
use ulness 0.919 0.924 0.937 0.714
ease o use 0.943 0.947 0.959 0.854
ime-o ien ed Con enience 0.935 0.937 0.949 0.756
Func ional Value 0.886 0.890 0.916 0.687
Recogni ion Value 0.900 0.900 0.938 0.834
emo ional Value 0.934 0.934 0.958 0.883
epis emic alue 0.891 0.899 0.932 0.821
Condi ional Value 0.835 0.912 0.898 0.747
cOgen BUsiness & ManageMen 21
Table C6. P edic i e powe o s uc u al model
indica o s Q²_p edic RMse PLs RMse LM RMse PLs-LM
y.1 0.298 0.895 0.929 −0.034
y.2 0.310 0.889 0.920 −0.031
y.3 0.288 0.882 0.899 −0.017
y.4 0.327 0.870 0.893 −0.023
y.5 0.313 0.888 0.869 0.019
Table C5. Quad a ic e ec s on unsuppo ed linea co ela ion pa hs.
Pa h Pa h coe icien (β) s a is ics Quad a ic e ec esul
H1d: use → ePiV 0.139 3.005 signi ican (R2=0.390)
H2a: eou → FunC −0.056 0.881 no signi ican
H2b: eou → ReCV 0.073 0.876 no signi ican
H2c: eou → eMoV −0.078 1.296 no signi ican
H5: ReCV → in 0.108 2.110 signi ican (R2=0.579)
no es: - alues es : 1.96 a sig le el 5%
Table C4. inne a iance in la ion ac o (ViF) o s uc u al model cons uc s.
Cons uc s ViF
use ulness 2.418
ease o use 1.593
ime-o ien ed Con enience 2.955
Func ional Value 2.317
Recogni ion Value 2.702
emo ional Value 3.041
Condi ional Value 1.735
epis emic alue 1.824
