The Online Shopping Behavior of Indonesian Generation X

I Made Sindhu Yoga; Ni Putu Silka Triami

doi:10.14414/jebav.v23i3.2455

Authors

I Made Sindhu Yoga Universitas Pendidikan Nasional
Ni Putu Silka Triami

DOI:

https://doi.org/10.14414/jebav.v23i3.2455

Keywords:

UTAUT2, E-commerce, X-Generation, Consumer Behavior, Behavior Intention

Abstract

E-commerce is one of the information technologies that influence consumer behavior. Generation X is characterizedÂ by a higher internet adoption rate than the previous generation. As digital immigrants, this generation behavior toward using e-commerce is an interesting phenomenon to be studied. Thus, this study aims to examine the acceptanceÂ and use of e-commerce among Generation X using Unified Theory of Acceptance and Use of Technology 2 (UTAUT2)Â theory. The research sample was 369 Generation X respondents in Indonesia who used e-commerce and were selectedÂ using purposive sampling. The questionnaires were distributed online and then analyzed using structural equationÂ modeling. The findings showed that Generation X acceptance towards e-commerce were influenced by performanceÂ expectancy, hedonic motivation, habit, price value, and behavior intention. In contrast, effort expectancy, facilitatingÂ condition, and social influences) were not found to be the predictor that influenced Generation X to use e-commerce.Â This paper offers valuable insights for e-commerce founders in the development and refinement of e-commerce platforms.

Author Biography

I Made Sindhu Yoga, Universitas Pendidikan Nasional

Faculty of Economics and Business

References

Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) in Business. 1 ed. Yogyakarta: Andi

Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customersâ€¯: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99â€“110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002

Bao, Y., Xiong, T., Hu, Z., & Kibelloh, M. (2013). Exploring gender differences on general and specific computer self-efficacy in mobile learning adoption. Journal of Educational Computing Research, 49(1), 111â€“132. https://doi.org/10.2190/EC.49.1.e

Bilgihan, A., Kandampully, J., & Zang, T. (2016). International Journal of Quality and Service Sciences. 8(1).

Crampton, S.M. and Hodge, J.W. (2011), â€œGen-eration Y: unchartered territoryâ€, Journal of Business & Economics Research (Jber), Vol. 7 No. 4.

Farooq, M.-S., Salam, M., Jaafar, N., Fayolle, A., Kartinah, A., Markovic, R.-M., & Sajid, A. (2017). Acceptance and Use of Lecture Capture System (LCS) in Executive Business Studies: Extending UTAUT2. Interactive Technology and Smart Education. https://doi.org/https://doi.org/10.1108/ITSE-06-2016-0015

Indrawati, & Yusliansyah, S. (2017). Adoption Factors of Online-Web Railway Ticket Reservation Service ( A Case from Indonesia ). 0(c).

Lokadata Indonesia. (2020). Indonesia's Largest E-commerce Market from Millenials. Retrieved July, 2020, from www.lokadata.id

Kunz, R. E., & Santomier, J. P. (2019). Sport content and virtual reality technology acceptance. Sport, Business and Management: An International Journal, 10(1), 83â€“103. https://doi.org/10.1108/SBM-11-2018-0095

Mardjo, A. (2018). Exploring Facebook users â€™ willingness to accept f-commerce using the integrated unified theory of acceptance and use of technology 2 ( UTAUT2 ), trust and risk under the moderating role of age and gender Literature review. UTCC International Journal of Business and Economics (UTCC IJBE), 10(2), 139â€“166.

Nofadhila, A., Prasetio, A., & Sofyan, E. (2018). THE CONSUMER ACCEPTANCE OF TRAVELOKA MOBILE APP AFFECTS BEHAVIORAL INTENTIONâ€¯: ANALYZING 7 FACTORS OF MODIFIED UTAUT2 ( STUDY CASE IN INDONESIA ). E-Proceeding of Management, 5(1), 874â€“883.

Oliveira, T., & Martins, M. F. (2010). Information technology adoption models at Firm Level: Review of literature. 4th European Conference on Information Management and Evaluation, ECIME 2010, (May 2014), 312â€“322.

Owusu Kwateng, K., Osei Atiemo, K. A., & Appiah, C. (2018). Acceptance and use of mobile banking: an application of UTAUT2. Journal of Enterprise Information Management, 32(1), 118â€“151. https://doi.org/10.1108/JEIM-03-2018-0055

Porral, C.-C., & Sanchez, R.-P. (2019). Generational differences in technology behaviour: comparing millennials and Generation X. Kybernetes. https://doi.org/10.1108/K-09-2019-0598

Prensky, M. (2001). Digital Natives, Digital Immigrants Part 2: Do They Really Think Differently? On the Horizon, 9(6), 1â€“6. https://doi.org/10.1108/10748120110424843

Shaw, N., and Sergueeva, K. 2019. The non-monetary benefits of mobile commerceâ€¯: Extend-ing UTAUT2 with perceived value. International Journal of Information Management. 45, De-cember 2017, 44â€“55. DOI=https://doi.org/10.1016/j.ijinfomgt.2018.10.024

Tak, P., & Panwar, S. (2017). Using UTAUT 2 Model to Predict Mobile App Based Shopping: Evidences From India. Journal of Indian Business Research. https://doi.org/https://doi.org/10.1108/JIBR-11-2016-0132

Thongsri, N., Shen, L., & Bao, Y. (2019). Investigating factors affecting learnerâ€™s perception toward online learning: evidence from ClassStart application in Thailand. Behaviour and Information Technology, 38(12), 1243â€“1258. https://doi.org/10.1080/0144929X.2019.1581259

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward A Unified View. MIS Quaterly, 27(3), 425â€“478. https://doi.org/10.2307/30036540

Yu, C. (2011). FACTORS AFFECTING INDIVIDUALS TO ADOPT MOBILE BANKINGâ€¯: EMPIRICAL EVIDENCE FROM THE UTAUT MODEL. 104â€“122.