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IMPLEMENTATION OF UTAUT2 ON CONSUMER ONLINE SHOPPING BEHAVIOR
Last modified: 2024-05-20
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 4.0 with a degree of freedom of 5%. The results of the research show that of the 12 hypotheses proposed, there is one hypothesis that is accepted, namely that habit influences behavioral intention with a p value of 0.001 < alpha of 0.005.
Keywords
UTAUT 2, Online shopping, Techonology, younger generation