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

Authors

  • Felicia Vionita Universitas Bina Nusantara, Indonesia
  • Roger Alexsander Siburian Universitas Bina Nusantara, Indonesia

DOI:

https://doi.org/10.59141/jist.v5i11.7056

Keywords:

online grocery shopping, generational, comparison Indonesia market

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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Published

2024-11-30

How to Cite

Vionita, F., & Siburian, R. A. . (2024). Online Grocery Shopping Intentions: A Comparative Study between Gen Millenials and Gen Z in Indonesia. Jurnal Indonesia Sosial Teknologi, 5(11), 4864–4874. https://doi.org/10.59141/jist.v5i11.7056

Issue

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

Section

Articles

License

Copyright (c) 2024 Felicia Vionita, Roger Alexsander Siburian

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