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The Antecedents of E-Commerce Purchase Behavior: Comparison Of Gen X And Gen Y In Jakarta, Indonesia



The retail e-commerce industry is growing and faces a challenge related to low conversion rate, which means there are a large number of unique visitors daily yet does not align with visitors whommade actual purchase. This study identified eight antecedents based on e-servqual, theory of reasoned action, technology acceptance model. Among others: tangibility, responsiveness, reliability, assurance, security, perceived usefulness, perceived ease ofuse, and subjective norm with purchase intention as mediator to actual online purchase. Using mixed method, this study also comparing Gen X and Y that contribute significantly to the total population. The study finds that all respondents regardless of their generation, only tangibility, assurance, perceived usefulness, perceived ease of use, and subjective norms are few that have positive and significant influence to purchase intention for e-commerce. Meanwhile, other antecedents, such as reliability, responsiveness, assurance, and security have positive yet insignificant influence to purchase intention for e-commerce. Specific for the Gen X, the antecedents that significantly influence the purchase intention that lead to actual online purchase are perceived ease of use, perceived usefulness, subjective norm, and security. For the Gen Y, the antecedents that significantly influence the purchase intention that lead to actual online purchase are subjective norms, perceived usefulness, tangibility, assurance, and perceived ease of use, respectively.
Keywords: e-commerce, consumer behavior, e-servqual, theory of reasoned action, technology acceptance model


Availability

S200031SPS2.370.021.2018LSPR Sudirman ParkAvailable

Detail Information

Series Title
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Call Number
S2.370.032.2018
Publisher LSPR : Jakarta.,
Collation
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Language
English
ISBN/ISSN
-
Classification
NONE
Content Type
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Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Specific Detail Info
Marketing Communications
Statement of Responsibility

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