[Paper Review] Implementation of Technology Acceptance Model (TAM) and Importance Performance Analysis (IPA) in Testing the Ease and Usability of E-wallet Applications

Dedi Saputra, Burcu Gürbüz|arXiv (Cornell University)|Mar 1, 2021

SMEs Development and Digital Marketing9 references4 citations

TL;DR

This study applies the Technology Acceptance Model (TAM) and Importance Performance Analysis (IPA) to evaluate the ease and usability of Go-Pay, an e-wallet application. Using survey data from 124 users in Depok, Indonesia, IPA revealed that items [1], [4], [5], and [6] are critical performance gaps requiring immediate improvement, while items [2] and [3] represent existing strengths to maintain.

ABSTRACT

Digital payment innovation is currently increasingly needed by the community, especially in making non-cash payment transactions. The purpose of this research is to know and measure the ease and usefulness of e-wallet digital wallet services, especially in the GoPay application. The population in this study are users of the Go-Pay service on the GO-JEK platform. The sample of this study consisted of 124 respondents from distributing questionnaires in Depok, West Java using a modified Technology Acceptance Model (TAM) based on existing references. The data processing in this research uses Importance Performance Analysis (IPA) analysis. The results show that based on the gap analysis, it is found that in general Go-Pay users are not satisfied with the current service quality. Based on the IPA analysis, the priority scale of E-Wallet Go-Pay quality improvement can be mapped, where quadrant I is the highest priority scale according to the user's perspective: [1], [4], [5], and [6]. These three items must be upgraded immediately by the manager to meet user expectations. Areas that become the achievements or advantages of the GoPay E-Wallet that must be maintained are in quadrant II, namely: [2] and [3]. From this explanation, it can be concluded that in general the E-Wallet GoPay Service must be improved to improve its service performance.

Motivation & Objective

• To assess the perceived ease of use and usefulness of Go-Pay e-wallet among users.
• To identify key performance gaps in Go-Pay’s service quality from the user’s perspective.
• To prioritize improvement areas in Go-Pay based on user expectations and actual performance.
• To validate the combined use of TAM and IPA in evaluating digital payment application usability.
• To provide actionable insights for Go-Pay service managers to enhance user satisfaction and adoption.

Proposed method

• Adapted a modified Technology Acceptance Model (TAM) to measure perceived ease of use and perceived usefulness of Go-Pay.
• Collected survey data from 124 Go-Pay users in Depok, West Java, using a structured questionnaire.
• Applied Importance Performance Analysis (IPA) to classify service attributes based on user-perceived importance and performance.
• Mapped items into four quadrants: high importance/high performance (II), high importance/low performance (I), low importance/high performance (III), and low importance/low performance (IV).
• Used gap analysis to identify the most critical service attributes requiring immediate improvement.
• Prioritized improvements based on the IPA quadrant I (high importance, low performance) as the highest priority.

Experimental results

Research questions

• RQ1 How do users perceive the ease of use and usefulness of the Go-Pay e-wallet application?
• RQ2 Which specific features of Go-Pay are perceived as underperforming relative to user expectations?
• RQ3 Which features of Go-Pay are already performing well and should be maintained?
• RQ4 What is the relative priority of service improvements based on user feedback and performance metrics?
• RQ5 To what extent can the combined TAM and IPA framework effectively identify usability and service quality issues in e-wallet applications?

Key findings

• Go-Pay users are generally dissatisfied with the current service quality, as indicated by negative gap scores in the IPA analysis.
• Items [1], [4], [5], and [6] were identified as the highest priority for improvement, falling into IPA quadrant I (high importance, low performance).
• Features [2] and [3] represent existing strengths and should be maintained, as they are in quadrant II (high importance, high performance).
• The combined use of TAM and IPA effectively revealed both critical weaknesses and key strengths in Go-Pay’s service delivery.
• The study confirms that user perception of ease and usability significantly influences overall satisfaction with e-wallet platforms.
• The results provide a data-driven roadmap for Go-Pay managers to prioritize development efforts based on user expectations.