Understanding Users' Decisions to Adopt Canva: The Roles of Perceived Ease of Use, Perceived Behavioral Control, and Word of Mouth

Athalia Farah Anggita  Sriwidari; Restu Frida Utami; Suyoto; Dian Widyaningtyas

doi:10.61987/jemr.v5i5.2975

Authors

Athalia Farah Anggita Sriwidari Universitas Muhammadiyah Purwokerto
Restu Frida Utami Universitas Muhammadiyah Purwokerto
Suyoto Universitas Muhammadiyah Purwokerto
Dian Widyaningtyas Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.61987/jemr.v5i5.2975

Keywords:

Perceived Ease of Use, Perceived Behavioral Control, Word of Mouth

Abstract

This study aims to examine the influence of Perceived Ease of Use, Perceived Behavioral Control, and Word of Mouth on the decision to use the Canva application. This research employed a quantitative approach using a survey method. Data were collected from 133 Canva users selected through purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3. The findings indicate that Perceived Ease of Use, Perceived Behavioral Control, and Word of Mouth each have a positive and significant effect on the decision to use the Canva application. Among these variables, Word of Mouth demonstrates the strongest influence, indicating that user recommendations play a crucial role in encouraging application usage decisions. These findings imply that Canva should prioritize enhancing user experience by improving ease of use and strengthening users’ confidence in using the application while encouraging positive user recommendations to increase adoption and usage decisions. The study also contributes to the understanding of technology adoption by highlighting the importance of behavioral and social factors in influencing users’ decisions.

References

Agustin, A., & Khasanah, U. (2023). The Role of Islamic Financial Literacy in Moderating Attitudes, Subjective Norms, and Perceptions of Behavioral Control of Investment Decisions. COSTING: Journal of Economic, Business and Accounting, 7(1). https://doi.org/10.31539/2vk1vp61

Amanda, T. A., & Marsasi, E. G. (2024). Exploration of Perceived Behavioral Control and Intention to Purchase to Increase Actual Behavior. Image: Jurnal Riset Manajemen, 12(1), 14–30. https://ejournal.upi.edu/index.php/image

Amiruddin, K., Astuti, A. R. T., & Mujahidin. (2024). The Impact of Word of Mouth and Customer Satisfaction on Purchase Decisions: The Role of Maslahah as an Intervening Variable in the Cosmetic Products Industry in Indonesia. Journal of Ecohumanism, 3(7), 1525–1540. https://doi.org/10.62754/joe.v3i7.4307

Erwin, J., Pedroso, P., Sulleza, S. R., Hae, K., Francisco, C. M., Noman, O. J., Althea, C., & Martinez, V. (2023). Students' Views on Using Canva as an All-in-One Tool for Creativity and Collaboration. Journal of Digital Learning and Distance Education, 2(2). https://doi.org/10.56778/jdlde.v2i1.117

Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.

Kim, H. (2021). Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process Among South Korean Consumers. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2672–2693. https://doi.org/10.3390/jtaer16070147

Li, X., Dai, J., Zhu, X., Li, J., He, J., Huang, Y., Liu, X., & Shen, Q. (2023). Mechanism of Attitude, Subjective Norms, and Perceived Behavioral Control Influence the Green Development Behavior of Construction Enterprises. Humanities and Social Sciences Communications, 10(1). https://doi.org/10.1057/s41599-023-01724-9

Mahardiyanto, A., Subagio, N. A., Nutqi, C. W. A., & Prijanto, F. W. (2024). Young Investors' Decision to Select Islamic Mutual Fund Investment Applications for Students in Jember: The Impact of Brand Image, Electronic Word of Mouth, and Perceived Ease of Use. JURISMA: Jurnal Riset Bisnis dan Manajemen, 14(1). https://doi.org/10.34010/jurisma.v14i1.12447

Nurhidayat, R., Suroso, A. I., & Prabantarikso, M. (2023). The Effect of eWOM, Subjective Norms, Perceived Behavioral Control, and Product Quality on the Intention to Buy Subsidized Housing. Indonesian Journal of Business and Entrepreneurship, 9(3). https://doi.org/10.17358/ijbe.9.3.467

Tirta, Y. H., Jumono, S., Abddurahman, & Jatmiko. (2024). Consumer Behavior in e-Commerce: The Role of Ease, Security, and Price in Purchase Decisions on Tokopedia. Journal of Management and Digital Business, 4(3), 733–743. https://doi.org/10.53088/jmdb.v4i3.1296

Al-Kaabi, A., Jabeen, F., Dwivedi, A., & Jose, S. (2025). Artificial Intelligence Adoption in the Service Industry: Investigating the Role of Perceived Usefulness and Ease of Use. International Journal of Productivity and Performance Management. Advance online publication. https://doi.org/10.1108/IJPPM-06-2024-0369

Ding, Z., & Chiu, M. (2024). Can I Collaborate With You? An Investigation of Trust in Generative AI. Proceedings of the Association for Information Science and Technology, 61(1). https://doi.org/10.1002/pra2.1130

Elvionita, M., & Armiati, A. (2025). Team Games Tournament (TGT) as an Innovative Pedagogical Strategy in Economics Education: A Literature-Based Analysis. Indonesian Journal of Education and Social Studies, 4(3), 392–404.

Fang, M., Yang, W., Tan, Y., Xu, J., & Yin, J. (2026). Psychological and Social Factors Influencing AI Painting Tool Adoption Among Young-Old Adults in the Context of Creative Aging. Frontiers in Psychology, 17. https://doi.org/10.3389/fpsyg.2026.1852192

Granić, A. (2022). Educational Technology Adoption: A Systematic Review. Education and Information Technologies, 27, 9725–9744. https://doi.org/10.1007/s10639-022-10951-7

Handoyo, S. (2024). Purchasing in the Digital Age: A Meta-Analytical Perspective on Trust, Risk, Security, and e-WOM in e-Commerce. Heliyon, 10. https://doi.org/10.1016/j.heliyon.2024.e29714

Ilyas, M., Syarif, H., & Refnaldi. (2023). The Use of English Language Learning Videos Designed Through Canva App: Students’ Perceptions. International Journal of Interactive Mobile Technologies, 17(8), 100–112. https://doi.org/10.3991/ijim.v17i08.39215

Jiao, J., & Cao, X. (2024). Research on Designers’ Behavioral Intention Toward Artificial Intelligence-Aided Design: Integrating the Theory of Planned Behavior and the Technology Acceptance Model. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1450717

Lee, A. T., Ramasamy, R., & Subbarao, A. (2025). Understanding Psychosocial Barriers to Healthcare Technology Adoption: A Review of the Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology Frameworks. Healthcare, 13. https://doi.org/10.3390/healthcare13030250

Liao, Y., Wu, W., Le, T., & Phung, T. M. T. (2022). The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM. Sustainability, 14. https://doi.org/10.3390/su14020815

Lim, T., Lim, B., Leong, C.-M., Phang, I., & Foong, W. H. (2023). Consumer Adoption of On-Demand Digital Platforms: An Integrated Model. Global Business and Organizational Excellence. https://doi.org/10.1002/joe.22210

Naatu, F., Selormey, F. S., & Naatu, S. (2024). Determinants of Digital Technology Adoption in Sub-Saharan Africa: Ghana. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-09-2023-1503

Ngafeeson, M., Gautam, Y., & Manga, J. (2024). The Impacts of Anxiety Emotion and Behavioral Control on Student Learning Management System Adoption. Journal of Systems and Information Technology, 26, 71–88. https://doi.org/10.1108/JSIT-02-2023-0040

O'Dea, M. (2025). Editorial: Are Technology Acceptance Models Still Fit for Purpose? Journal of University Teaching and Learning Practice. https://doi.org/10.53761/1bdbms32

Shi, W., Li, L., Zhang, Z., Li, M., & Li, J. (2025). Research on Driving Factors of Consumer Purchase Intention of Artificial Intelligence Creative Products Based on User Behavior. Scientific Reports, 15. https://doi.org/10.1038/s41598-025-01258-x

Skourdoumbis, A. (2024). Integrating Cultural Diversity in Rural Classrooms: Pathways to Inclusive and Democratic Education. Indonesian Journal of Education and Social Studies, 3(1), 23–37.

Zhou, C., Liu, X., Yu, C., Tao, Y., & Shao, Y. (2023). Trust in AI-Augmented Design: Applying Structural Equation Modeling to AI-Augmented Design Acceptance. Heliyon, 10. https://doi.org/10.1016/j.heliyon.2023.e23305