The Online Shopping Behavior of Indonesian Generation X

Abstract

E-commerce is one of the information technologies that influence consumer behavior. Generation X is characterized by a higher internet adoption rate than the previous generation. It is an interesting phenomenon to study this generation's behavior, as digital immigrants, toward using e-commerce. For that reason, this study aims to examine the acceptance and use of e-commerce among Generation X. This study used the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) theory for this purpose. It used the sample of 369 Generation X respondents in Indonesia who were using e-commerce, and they were selected using purposive sampling. The questionnaires were distributed online, and then the data were analyzed using structural equation modeling. The findings showed that Generation X's acceptance of e-commerce was influenced by performance expectancy, hedonic motivation, habit, price value, and behavior intention. On the contrary, effort expectancy, facilitating condition, and social influence were not the predictor that influenced Generation X to use e-commerce. This study offers valuable insights for e-commerce founders in the development and refinement of e-commerce platforms.

Keywords

• utaut2
• e-commerce
• generation x
• perilaku konsumen
• behavior intention