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Felicia Vionita
Universitas Bina Nusantara, Indonesia
Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Online Grocery Shopping Intentions: A Comparative Study between Gen Millenials and Gen Z in Indonesia Felicia Vionita; Roger Alexsander Siburian
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 11 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i11.7056

Abstract

This study focuses on behavioral intentions in buying groceries Online. This research also aims to compare the factors influencing Gen Millennial and Gen Z consumers. This research applies the Technology Acceptance Model (TAM). The hypotheses used are perceived usefulness, perceived ease of use, and perceived enjoyment of online grocery shopping. This research uses a survey to collect data from 199 respondents, 98 are millennials and 101 are Gen Z in Indonesia. The results showed that perceived usefulness and perceived enjoyment have a significant effect on online grocery shopping intentions in Gen Millennials and Gen Z, while perceived ease of use only affects online grocery shopping intentions in Gen Millennials.
Co-Authors Roger Alexsander Siburian