Predicting Millennials E-Loyalty Through Compatibility and Innovativeness on E-Commerce

Abstract

Millennials have dominated the use of ecommerce. They tend to have characters with lower levels of loyalty to products or services. This will be a problem if ecommerce companies are unable to read the personal characteristics of its users. Millennials users are known to have innovativeness which is explained in their enjoyment of learning new systems. This perception also reflected through their assumptions about ease of use and usefulness of an e-commerce platforms. This study aims to examine the effect of perceived compatibility and perceived innovativeness to e-loyalty through perceived ease of use and perceived usefulness on millennials e-commerce users. Data are collected from 217 millennial customer's using purposive sampling method. Path analysis were done using SPSS Statistics 22. The results revealed both of perceived compatibility and perceived innovativeness affected eloyalty significantly through perceived usefulness. The results of this study shows that ease of use does not necessarily make users loyal, because there are several other important factors such as price, promotion, service quality.

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“…This extends beyond mere functionality to encompass a seamless integration of the technology into the user's tasks or activities, resulting in a sense of convenience and efficiency. Perceived ease of use emerges when users are convinced that a particular technology or system serves a practical purpose for them (JS, Usadi, & Wibawa, 2022). This intricate relationship between perceived ease of use and utility underscores the importance of designing and implementing technologies that not only serve their intended purposes but also do so in a manner that aligns with users' cognitive and operational expectations, ultimately contributing to enhanced user satisfaction and adoption of the technology.…”

“…With the rapid development and popularization of information technology, e-commerce is growing rapidly and attracts broad attention (Bashir, Anwar, Awan, Qureshi, & Memon, 2018). The presence of e-commerce has effectively addressed and catered to the evolving needs of consumers in alignment with the demands of today's dynamic lifestyle (JS, Usadi, & Wibawa, 2022). The advent of online commerce has proven to be a responsive solution, seamlessly integrating with the fast-paced and modern way of life, thereby meeting and fulfilling the diverse requirements of present-day consumers.…”