Understanding online shopping adoption: The unified theory of acceptance and the use of technology with perceived risk in millennial consumers context

Abstract

Online shopping is growing so rapidly and has attracted millennials in various way. Unfortunately, the discussion regarding the adoption of online shopping in millennial consumers' context with perceived risk application was still limited. Therefore, the purpose of this study was to investigate the effect of performance expectancy, expectation efforts, social influence, facilitation conditions, hedonic motivation, price value, habits, and perceived risks on behavioral intentions and use behavior. This study also discusses the effect of perceived risks on financial risk, performance risk, and privacy risk. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as an online shopper with a range of age of 18-35 years old. The results show that the millennial generation is influenced by the social environment and habits in shaping their behavioral intention. Millennial consumers are also proving very concerned about their perceived risk of financial, performance, and privacy issues when doing online shopping. Interestingly, six of the factors studied (performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, and perceived risk) do not have any influence on the intention to use online commerce technology.

The relationship between economic growth and e-commerce at the beginning of covid-19 pandemic in east Java

“…Millennials are very interested in online shopping, which is growing so quickly. The millennial generation's close relationship to digital technology and the prevalence of e-commerce among millennials cannot be separated (Piarna et al, 2020).…”

Prioritizing the influencing factors of utaut-2 model toward mobile network service providers

“…Being a social animal, SI factors are very important in determining the loyalty among the customers. Individuals often get influenced by others' experiences when they receive positive feedback about the compliance of the system and it affects their Behavior (Bhatti et al, 2019;Tandon et al, 2016;Tak & Panwar, 2017;Yang, 2012). But sometimes, people are not bothered about the approval of others (Alalwan et al, 2017;Marinkovic & Kalinic, 2017;Merhi et al, 2019).…”

The Effect of Unified Theory of Acceptance and Ue of Technology (UTAUT) on Behavior Intention and Use Behavior in Buying Baby Product Online

“…In research on the factor of effort expectations, a positive correlation between effort expectations and behavior intention was also discovered (Dewi et al, 2020). Nevertheless, research (Aprilisa & Samsuryadi, 2020;Fatihanisya & Purnamasari, 2021;Piarna et al, 2020) indicates that effort expectations have no effect on behavior intention. This study analyze the effects of performance expectation, effort expectation, social influences, and facility conditions on behavioral intentions and use behavior.…”

“…This is due to the fact that, according to Venkatesh et al in (Dewi et al, 2020), the unified theory of acceptance and use of technology can help explain and predict the acceptance or rejection of new technology adoption, in this case consumer acceptance of purchasing baby products via e-commerce. UTAUT Model is influenced by four factors, including performance expectations, business expectations, social influences, and facilitation conditions (Piarna et al, 2020).…”

“…There are numerous journals that have discussed UTAUT, and it is interesting to note that in some journals there is a positive relationship between performance expectations and behavior intention (Aprilisa & Samsuryadi, 2020;Dewi et al, 2020), whereas research by (Fatihanisya & Purnamasari, 2021;Piarna et al, 2020) indicates that performance expectations do not affect behavior intention.…”