The effects of gender and age on factors that influence purchase intentions and behaviours of e-commerce consumers in Indonesia

Farah Alfanur and Yasuo Kadono

International Journal of Innovation and Learning, 2022, vol. 31, issue 4, 474-505

Abstract: This study aims to provide new learning from consumer behaviour viewpoints by understanding the effects of gender and age on consumer purchase intentions and purchase behaviours, specifically in the context of e-commerce in Indonesia, by developing a hypothetical structural model that comprises nine motivational factors: convenience, perceived website quality, social influence, facilitating conditions, hedonic motivation, economic reasons, security, variety and delivery. The results of statistical analysis of data collected from 400 e-commerce consumers using structural equation modelling indicate that males are affected by perceived website quality and convenience, while females are affected by security, economic reasons, convenience and social influence. Furthermore, consumers under 30 years old are affected by convenience and perceived website quality, while consumers who were 30 years old and above are affected by facilitating conditions, economic reasons, security and social influence. Thus, the associations of social influence, economic reasons and security with purchase intention are moderated by gender and age. These findings are beneficial for e-commerce research and businesses from the viewpoint of Indonesian consumers' motivations categorised according to gender and age.

Keywords: e-commerce; learning; purchase intentions; purchase behaviours; gender; age; Indonesia. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=123178 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijilea:v:31:y:2022:i:4:p:474-505

Access Statistics for this article

More articles in International Journal of Innovation and Learning from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().