The effects of gender and age on factors that influence purchase intentions and behaviours of e-commerce consumers in Indonesia
by Farah Alfanur; Yasuo Kadono
International Journal of Innovation and Learning (IJIL), Vol. 31, No. 4, 2022

Abstract: This study aims to provide new learning from consumer behaviour viewpoints by understanding the effects of gender and age on consumer purchase intentions and purchase behaviours, specifically in the context of e-commerce in Indonesia, by developing a hypothetical structural model that comprises nine motivational factors: convenience, perceived website quality, social influence, facilitating conditions, hedonic motivation, economic reasons, security, variety and delivery. The results of statistical analysis of data collected from 400 e-commerce consumers using structural equation modelling indicate that males are affected by perceived website quality and convenience, while females are affected by security, economic reasons, convenience and social influence. Furthermore, consumers under 30 years old are affected by convenience and perceived website quality, while consumers who were 30 years old and above are affected by facilitating conditions, economic reasons, security and social influence. Thus, the associations of social influence, economic reasons and security with purchase intention are moderated by gender and age. These findings are beneficial for e-commerce research and businesses from the viewpoint of Indonesian consumers' motivations categorised according to gender and age.

Online publication date: Wed, 01-Jun-2022

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