Antecedents of the Online Shopping Behavior during the Covid-19 Pandemic

Abstract

Online shopping activities during the Covid-19 pandemic have increased and become a growing trend among Indonesian consumers. This study aims to determine the relationship between subjective norms, perceived usefulness, and online shopping behavior mediated by purchase intention. The research method was carried out by distributing online questionnaires through social media platforms to obtain feedback from the targeted group between the ages of 17-45 years old and who live in the Jabodetabek areas. The data was collected from a survey of 369 online shopping application users. The data were obtained and analyzed using SEM SmartPLS. The results of this study concluded that the subjective norms variable has a significant positive effect on consumer purchase intention. It appeared that subjective norms have no effect on online shopping behavior. Perceived usefulness and purchase intention have a significant and positive effect on online shopping behavior. For the indirect effect, purchase intention has a mediation effect on the relationship between perceived usefulness and subjective norms toward online shopping behavior Overall, perceived usefulness has the greatest effect on purchase intention. This study contributes to combining the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) to predict online shopping behavior during the pandemic COVID-19.