Awan, Soni Harsono and Haripraditya, Nathan Tidiend and Soleh, Much Aji Rochman (2022) Perilaku belanja online dan niat beli pada generasi “Z” di Indonesia. Journal of Business & Banking (JBB), 12 (1). pp. 139-156. ISSN ISSN 2774-521X.
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Abstract
Generation Z that dominates the population and the development of e-commerce has changed their shopping patterns, especially in terms of purchase intention. For example they choose to shop online. This study has two objectives, first: to examine the impact of attitudes, beliefs, value motives and social motives on online purchase intentions. Second, to examine the effect of attitudes, beliefs, value motives and social motives on purchase intentions moderated by subjective norms. Data were collected from 360 respond-ents and analyzed using the partial least squares structural equation model (PLS-SEM) method. It was found that online purchase intentions are influenced by attitudes, beliefs, value motives, and social motives. The results further reveal that subjective norms have a moderating effect on trust with online purchase intentions. However, subjective norms have no moderating effect on attitudes, value motives and social motives with online purchase intentions. This research is beneficial for understanding the online purchase intention behavior of Generation Z. It provides knowledge about consumer behavior and contributes methodologically through the introduction of the PLS approach.
| Item Type: | Article |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 300 - 309 SOCIAL SCIENCES > 300 - SOCIAL SCIENCES |
| Divisions: | Lecturer |
| Depositing User: | Dr. Drs., SONI HARSONO AWAN |
| Date Deposited: | 08 May 2023 01:12 |
| Last Modified: | 08 May 2023 01:12 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10619 |
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