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ISSN 2063-5346
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Indonesian Millennials' Online Shopping Attitude during the Pandemic

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Vidyarini Dwita , Fitri Ayu Nofirda
» doi: 10.48047/ecb/2023.12.si7.596

Abstract

In this study, the role of attitude as an intervening variable between social motives, escapism motives, and value motives and intention to shop online after the COVD pandemic was investigated. The questions were generated from earlier research, and the results of the reliability test and structural equation modelling with SEM-AMOS included 413 respondents. The findings of the second-order model investigated the hypothesis. The inclination to make a purchase online is influenced in both a direct and indirect manner by social motives, escapism motives, and value motives. The study also came to the conclusion that attitude acts as a mediator in the connection between social motives, escapism motives, and value motives, and online shopping intentions among Indonesian millennials.

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