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.
Highlights
The availability of the internet on computers and mobile devices is increasing the growth of e-commerce markets throughout the world
This study failed to supports the conclusion of previous studies from Venkatesh et al (2003), Venkatesh et al (2012), Diño & de Guzman (2015), Kabra et al (2017), Jewer (2018), the result of this study is similar with Siddique (2012), Jambulingam (2013), Sahu & Singh (2017), Herrero et al (2017), Somba et al (2018) finding which concluded that performance expectancy, effort expectancy, facilitating conditions, hedonic motivations, and price value had no significant effect on behavioral intention
The results of this study indicate that the millennial generation is influenced by the social environment and habits in shaping their behavioral intention
Summary
The availability of the internet on computers and mobile devices is increasing the growth of e-commerce markets throughout the world. Millennial consumers are an important issue in the development of the digital world and social media is a communication space for this generation (Khechine et al, 2020). This condition underlies the selection of millennial consumers as the object of this research in adopting e-commerce using the Unified Theory of Acceptance method and Use of Technology in Consumer Context (UTAUT2). Previous research has provided limited understanding regarding the adoption of online shopping in millennial consumers’ context with perceived risk application. 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 discusses the effect of perceived risks on financial risk, performance risk, and privacy risk
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