The Effect of Channel Characteristic on Millennial Moms Purchasing Behaviors of Baby Product

The rise of online channel has shifted how Indonesian people purchase their product, making them exposed to multiple channel. Millennial mom is one of the most affected segments as they are willing to spend more time to research for products. This study aims to understand the effect of channel characteristic on the channel selection intention of millennial moms following the theory of planned behavior and commitment trust theory. The study uses a quantitative approach with questionnaire as the instrument for data collection. The study included 296 respondent which are divided into three groups based on their preferred purchasing channel. Data is processed using LISREL edition 8.80 software. The result of the study concluded that certain channel characteristic has an effect on channel selection intention of millennial moms.