Russian Journal of Agricultural and Socio-Economic Sciences (Mar 2023)

DIGITAL LITERACY, PRIVACY VIOLATION EXPERIENCE AND THE IMPACT ON ONLINE PURCHASE INTENTION

  • Rastini N.M.,
  • Nurcaya I N.

DOI
https://doi.org/10.18551/rjoas.2023-03.05
Journal volume & issue
Vol. 135, no. 3
pp. 35 – 41

Abstract

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The purpose of this study is to explain the effect of digital literacy and consumer privacy violation experience on the online repurchase intention of millennial consumer groups in Denpasar City and Badung Regency, Bali. The population in this study is a group of millennial consumers in Denpasar City and Badung Regency who have shopped online. The sample size used was 200 respondents by purposive sampling method. The analysis technique used is descriptive statistical analysis and moderated regression analysis (MRA). The results of this study indicate that digital literacy has a positive and significant effect on Online Repurchase Intention, while the privacy violation experience has a negative and significant effect on Online Repurchase Intention. Privacy violation experience moderates (in this study weakens) the effect of digital literacy on online repurchase intention among millennial consumer groups in Denpasar City and Badung Regency.

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