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How Consumer Behavior Affecting Online Shopping Intentions

Zharfan Alfarizi, Widhyawan Prawiraatmadja

Abstract


Abstract. Boasting a population of more than 250 million people, the 4th largest in the world and increasing in large middle class as well as youthful population, Indonesia remains a market of a immense potential for retail sectors. Indonesian government, also doing revitalise country traditional markets and make up the traditional retail sectors while also seeking to create a supportive environment for the country growing e-commerce industry. In addition into this situation traditional retail companies in Indonesia need to change their business as usual mindset to overcome fierce competition from online shops or e-commerce.This papers examines the effects of product purchase volume, usefullness of online shopping, importance of e-tailing platforms, product innovativeness, gender, secureness, advertising analytics and income on consumer intention to shop for fashion product online. Using ordinary least square model the results was product purchase volume, usefullness of online shopping, importance of e-tailing platforms, product innovativeness and income are significantly affected on consumer intention to shop for fashion product online. This result can be used for traditional retail business to construct new business model to overcome the challenge in the future.

Keywords: Traditional Retail, E-commerce, Online Shopping, Ordinary Least Square, Consumer Behavior

 


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