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FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR FOR NET-GENERATION IN JABODETABEK

ASEAN Marketing Journal

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Field Value
 
Title FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR FOR NET-GENERATION IN JABODETABEK
 
Creator Kunto Hendrapawoko
Lily Setiawaty
Marsaulina Elisabet Situmorang
Rahmadi Ernawan; Strategic Management Program of Universitas Prasetiya Mulya
Ratna Dharmayanti Odata
 
Subject Net-generation, Online Shopping Behaviour, Purchase Intention
 
Description Manuscript type: Research paperResearch Aims: This research was conducted to examine the factors which influence the online shopping behaviour of the Net-generation in Jabodetabek. There are 10 independent variables being hypothesized to predict purchase intentions and the Net-generation behaviour in Jabodetabek as its contextDesign/methodology/approach: Data were collected through an online survey that targeted the Net-generation as consumers in the Jabodetabek area. A linear regression equation was used as a method to analyze this data.Research Findings: The results show that there are 5 determinant factors that promote online purchase intentions for the Net-Generation in Jabodetabek, they are social motives, enjoyment, purchase involvement, feedback and personalization. Another 5 factors were found to be less influential towards the online purchase intention, they are information abundance, product variety, responsiveness, ease of return and exchange, and the acceptance of complaints.Theoretical Contribution/Originality: By understanding the purchasing behaviour of online shopping consumers in Jabodetabek that has the largest urban population in Indonesia, one can contribute by taking a strategic role in the national growth, especially in the economic, politic and socio-cultural sectorsPractitioner/Policy Implication: The results of this research can be used to help practitioners develop a marketing strategy for online shopping targeting the Net-generation in Jabodetabek as their consumersResearch limitation/Implications: range age, technological exposure, spending categories, geographic difference
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2021-02-04
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/12894
 
Source ASEAN Marketing Journal; Vol 12, No 2 (2020): December 2020; 69 - 82
 
Language en
 
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