Nowadays, market saturation in the telecommunications industry creates a hyper-competition impacted on Mobile Network Operators (MNO) business. There is a phenomenon for using more than one cellular card with different MNOs. MNO have to keep users and attract them to add second cellular cards, as well as acquiring users who want to change the MNO. Therefore, the decision to choose a mobile network operator based on motivation and technology fit to fulfill their utilitarian and hedonic needs was required. This study aims to find the concept of a decision to choose MNO based on the suitability of online consumer behavior motivation with the characteristics of technology as the main determinant factors. This research conducted in Jakarta, with 200 respondents of prepaid and postpaid users from five licensed MNO in Indonesia. The study uses the Structural Equation Model (SEM) to determine the pattern of the effects between exogenous towards endogenous variables directly or indirectly, to understand the variables relation pattern. The results showed that: (1) motivation affects positively and significantly to the decision to choose MNO; (2) technological characteristics affects positively and significantly to the decision to choose MNO; (3) Motivation  affects to characteristic of technology affects positively and significantly; (4) characteristics of technology is able to mediate the relationship between motivation on the decision to choose MNO. By unifying the motivations and characteristics of technology, MNO can provide the mobile services that compatible with cellular technologies in terms of network and value-added services to meet the requirement of users, both for utilities and services that support promotion (hedonics).

Keywords:

Online user behavior, Characteristics Technology, Cellular Network Operators, Consumer Decision