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Indonesian Millenials Online Shopping Behavior

Author

Listed:
  • Muhartini Salim

    (Fakultas of Economic and Business University of Bengkulu, Indonesia)

  • Lizar Alfansi

    (Fakultas of Economic and Business University of Bengkulu, Indonesia)

  • Effed Darta

    (Fakultas of Economic and Business University of Bengkulu, Indonesia)

  • Sularsih Anggarawati

    (Fakultas of Economic and Business University of Bengkulu, Indonesia)

  • Armelly Amin

    (Fakultas of Economic and Business University of Bengkulu, Indonesia)

Abstract
The aims of this study were to investigate: (1) Perceived risk by consumers influencing on consumer online shopping intention. (2) Consumers trust influencing consumers’ online shopping Intention. (3) The difference between hedonistic shopping motivation and utilitarian shopping motivation as moderation of the influence of perceived risk by consumers in online shopping intentions. Between hedonistic and utilitarian shopping motivation which variable is the stronger? (4) The difference between hedonistic shopping motivation and utilitarian shopping motivation as moderation of the influence of consumer trust in online purchase intentions. Between hedonistic and utilitarian shopping motivation which variable is the stronger? The data in this study is obtained from a questionnare distributed to 210 responden. The method used in sampling is purposive sampling addressed to the whole millennial generation in Indonesia who have had online shopping respondents. The method through the partial least squares (PLS) program, SmartPLS2.0 and t test. The results showed that perceived risk of consumers has a negative effect on shopping intention, and consumer trust has a positive effect on shopping intention. Futher the hedonistic shopping motivation is the stronger variable than utilitarian shopping motivation.

Suggested Citation

  • Muhartini Salim & Lizar Alfansi & Effed Darta & Sularsih Anggarawati & Armelly Amin, 2019. "Indonesian Millenials Online Shopping Behavior," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 41-48.
    • Handle: RePEc:eco:journ3:2019-03-5
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    Citations

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    Cited by:

    1. Marcial López-Pastor & Jesús García-Madariaga & Joaquín Sánchez & Jose Figueiredo, 2020. "Demand Impact for Prices Ending with “9” and “0” in Online and Offline Consumer Goods Retail Trade Channels," International Review of Management and Marketing, Econjournals, vol. 10(6), pages 58-78.
    2. Lorenza Kirana & Nila A. Windasari, 2019. "Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(9), pages 30-41.

    More about this item

    Keywords

    Shopping Intention; Perceived Risk; Trust; Hedonistic shopping motivation; Utilitarian shopping motivation.;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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