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Measuring e-commerce adoption behaviour among gen-Z in Jakarta, Indonesia


  • Lestari, Diyan


The behavioural sciences and individual psychology suggest that many factors should be examined to determine e-commerce adoption. Understanding the individual motives of e-commerce adoption is very important for creating better technologies. Countries with a rapid pace of technological advancement will reap economic benefits in the long run. This study aims to analyse the e-commerce adoption behaviour of gen-Z using 1047 valid data observations. The Smart Partial Least Square (Smart PLS) analysis reveals a strong relationship among self-efficacy, perceived usefulness, attitude, intention, and e-commerce adoption. This study provides important findings with implications for both practical strategies and theoretical research.

Suggested Citation

  • Lestari, Diyan, 2019. "Measuring e-commerce adoption behaviour among gen-Z in Jakarta, Indonesia," Economic Analysis and Policy, Elsevier, vol. 64(C), pages 103-115.
  • Handle: RePEc:eee:ecanpo:v:64:y:2019:i:c:p:103-115
    DOI: 10.1016/j.eap.2019.08.004

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    References listed on IDEAS

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    More about this item


    Personal innovativeness; Self-efficacy; Perceived usefulness; Perceived risk; Attitude; Intention; E-commerce adoption;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • J11 - Labor and Demographic Economics - - Demographic Economics - - - Demographic Trends, Macroeconomic Effects, and Forecasts
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology


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