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Abdi, Tufail Rosyad
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Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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Analysis of Factors Influencing Online Shopping Behavior in the Covid-19 Pandemic : Study of the Indonesian Millenial Generation Abdi, Tufail Rosyad; Ismail, Munawar; Satria, Dias
Journal of International Conference Proceedings Vol 7, No 2 (2024): 2024 ICSM Thailand & AIC Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i2.3325

Abstract

The COVID-19 pandemic has led to significant shifts in consumer behavior, particularly in terms of shopping preferences and behavior, with a marked increase in online shopping. This study aims to re-examine the factors influencing online shopping behavior during the COVID-19 pandemic by integrating  framework the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), and Cognitive Biases. The study focuses on Indonesian millennials as the target population. Data analysis is conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3.0 software. The results show that cognitive bias, perceived usefulness, perceived ease of use, and subjective norms influence individuals' intentions to shop online. However, attitudes towards use and perceived behavioral control do not influence individuals' intentions to shop online. Finally, the results indicate that individuals' intentions to shop online impact actual online shopping behavior. The higher the individual's intention to shop online, the more certain they are to do so during the Covid-19 pandemic.
Co-Authors Dias Satria Munawar Ismail