https://dinastipub.org/DIJMS, Vol. 5, No. 1, September 2023 15 | Page DOI: https://doi.org/10.31933/dijms.v5i1 Received: 11 August 2023, Revised: 31 August 2023, Publish: 3 September 2023 https://creativecommons.org/licenses/by/4.0/ Recognizing Consumer Behavior from the Perspective of Continuance Intention Theory: A proposed framework Raphael Reano Pandrika Parikesit 1 , Dudi Permana 2 1 Universitas Mercu Buana, Jakarta, Indonesia, reanoparikesit@gmail.com 2 Universitas Mercu Buana, Jakarta, Indonesia Corresponding Author: reanoparikesit@gmail.com Abstract: In recent decades, the level of internet usage, especially in Indonesia, has shown significant growth. This encourages the growth of the use of various applications, one of which is an online transportation application. GoRide service on the Gojek application is one of the applications that is often used. This study will examine the influence of perceived usefulness, satisfaction, attitude variables on the continuance intention of GoRide users on the Gojek application. The population of this study is all Gojek application users in the last three months in the Jabodetabek area with the sampling technique used is non-probability sampling with a minimum sample number of 170 respondents. Furthermore, this research will use SEM PLS 4 in the data analysis process. The results of this research are in the form of a proposed framework that will be continued as empirical research. Keyword: Application, Satisfaction, Perceived Usefulness, Attitude, Continuance Intention. INTRODUCTION Information technology has experienced significant developments in the modern era, including in Indonesia. Information technology includes a combination of hardware and software used to carry out activities or community work. The internet is one of the results of this development and it contains various kinds of information across the whole world. The presence of the internet has resulted in the rapid development of technology in Indonesia, it affects Indonesian people to increasingly adopt technology from abroad. In fact, in Indonesia currently a digital village has been formed which utilizes the internet to improve people's welfare both from the economic aspect, health aspect and education aspect (merdeka.com, 2019). With the development of technology and internet penetration, people in Indonesia are more accustomed to technology and applications. And these applications make it easier for Indonesian people to get services and also the goods to their liking, it also directly affects the behavior of Indonesian people in purchasing goods and in transportation. The increase in internet users in Indonesia was also driven by the Covid-19 pandemic which slowed down since 02 March 2020. This makes Indonesian businesses and residents adapt and use digital platforms to offer their products and services to consumers.