Factors Influencing Attitudes and Online Purchase Intentions in E-Commerce: Evidence from Indonesian Millennials
DOI:
https://doi.org/10.59890/ijmbi.v4i5.72Keywords:
E-commerce, Purchase Intention, Attitude, Millennial Generation, PLS-SEMAbstract
This research examines the key factors influencing millennials’ perceptions of e-commerce platforms in Indonesia and how these perceptions affect their willingness to make online purchases. A cross-sectional research design was employed, involving a survey of 397 active e-commerce platform users. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Partial Least Squares Multi-Group Analysis (PLS-MGA). The results reveal that perceived usefulness, self-efficacy, perceived risk, and emotional overreaction significantly shape users’ perceptions, whereas social norms have a minimal influence. Furthermore, users’ attitudes, self-efficacy, and emotional tendencies are positively associated with their purchase intentions, while social norms and perceived risk do not have a significant direct effect. User attitudes also serve as a mediating variable, linking most of the examined factors to purchase intention. Ultimately, gender does not significantly moderate the relationship between attitude and purchase intention. These findings highlight the importance of e-commerce providers focusing on optimizing users’ experiential and psychological aspects rather than relying primarily on demographic segmentation strategies.
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