Indonesian Millennials’ Online Shopping Intention During the New Normal Covid 19

Vidyarini Dwita (), Puspa Leni, Jumiatul Mulya and Megawati
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Vidyarini Dwita: Universitas Negeri Padang, Management Department
Puspa Leni: STIE Perdagangan
Jumiatul Mulya: STIE Perdagangan
Megawati: Universitas Negeri Padang, Management Department

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 496-502 from Springer

Abstract: Abstract This research investigated the interest in online shopping among Indonesian Millennials during the new normal COVID-19 epidemic. This research contributes to understanding how familiarity with online shopping is mediated by information search could affect the online shopping interests of urban millennials during the new normal COVID-19 pandemic. This study is a sort of quantitative research done on urban millennials interested in online shopping amid the 2022 pandemic caused by the new normal strain of COVID-19. An online survey of urban millennials was conducted using non-probability samples obtained with purposive sampling. There were 200 respondents in the model—SmartPLS-based approaches for data analysis. The research findings show that familiarity with online shopping and information search has a positive and indirect influence on the online purchase intent of Indonesian urban millennials. Search for information serves as the mediator between familiarity with online shopping and online buying intentions. To draw the attention of urban millennials to online shopping, it is essential to evaluate their familiarity with online shopping and where and how they search for information before they’re interested in purchasing online.

Keywords: Information search; Millennial consumers; New normal Covid 19 epidemic; Online purchase intention; Online shopping familiarity (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_50

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