University of Tehran Press Interdisciplinary Journal of Management Studies 2981-0795 18 3 2025 06 01 The Role of Technological Self-Efficacy in Moderating the Effect of Ease of Use on Value Co-Destruction 583 597 102269 10.22059/ijms.2025.385577.677168 EN Widyastuti Widyastuti Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia Yessy Artanti Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia Nindria Untarini Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia Monika Tiarawati Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia Muhammad Rizky Ramadhan Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia Journal Article 2024 11 18 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. https://ijms.ut.ac.ir/article_102269_d46a765e25fff26e5518f235a6027c9d.pdf