Jurnal Indonesia Sosial Teknologi
Vol. 5 No. 11 (2024): Jurnal Indonesia Sosial Teknologi

Online Grocery Shopping Intentions: A Comparative Study between Gen Millenials and Gen Z in Indonesia

Felicia Vionita (Universitas Bina Nusantara, Indonesia)
Roger Alexsander Siburian (Universitas Bina Nusantara, Indonesia)

Article Info

Publish Date
30 Nov 2024

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.

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Journal Info
Jurnal Indonesia Sosial Teknologi
Website

Abbrev

jist

Publisher

CV. Publikasi Indonesia

Subject

Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Jurnal Indonesia Sosial Teknologi is a peer-reviewed academic journal and open access to social (Education, Economic, Law, Comunication, Management and Humaniora) and Technology . The journal is published monthly once by CV. Publikasi Indonesia. Jurnal Indonesia Sosial Teknologi provides a means for ...