IMPLEMENTATION OF UTAUT2 ON CONSUMER ONLINE SHOPPING BEHAVIOR

Sebastianus Widanarto Prijowuntato; Petronila Lavinia Mayasi Yustianiarni; Christopher Hadrian Wiraadmodjo

Open Conference Systems, The 3rd International Conference on Economics, Business, and Management Research (ICEBMR)

Sebastianus Widanarto Prijowuntato, Petronila Lavinia Mayasi Yustianiarni, Christopher Hadrian Wiraadmodjo

Last modified: 2024-05-04

Abstract

Online shopping has become a trend among the younger generation. This trend has become more widespread since the COVID-19 pandemic along with technological developments. Based on the research results, 75% of consumer behavioral intentions are indicated by the variables in the UTAUT2 model. The aim of this research is to analyze the behavior of the younger generation in online shopping using the UTAUT2 model. Data collection was carried out using instruments distributed to students who had done online shopping. Hypothesis testing was carried out using SmartPLS with a degree of freedom of 5%. The research results are expected to be able to prove that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit have an influence on the use behavior of online shopping of the younger generation through behavioral intention with the moderating variables of age, gender and allowance.

Keywords

UTAUT 2, Online shopping, Techonology, younger generation