Online Consumption Behavior of Gen Z in Indonesia Post-COVID-19 Pandemic: The Role of Digital Technology

Abstract

The lockdown conditions during the Covid 19 pandemic caused several changes in behavior, one of which was that consumers found it easier to shop from home. The main driver of this change in consumer behavior is technology. This research is a development of research on consumer behavior during the Covid-19 pandemic and its relationship with Gen Z in Indonesia. The purpose of this study is to determine the behavior of Gen Z digital technology use towards online purchase intentions both directly and through trust and moderated by product type. The study population consisted of users of Java-based online marketplaces. Samples were taken using a purposive sampling technique, with the criteria of being 17 to 25 years old, having shopped on a marketplace application for the last 6 months, and been domiciled in Java throughout the COVID-19 outbreak. Sampling used a questionnaire. Data were analyzed using structural equation modeling partial least squares (SEM-PLS). The results of the study show that the use of technology is found to have a positive and significant effect on purchase intentions, both directly and through trust-mediated mediation. However, product type does not moderate the relationship between technology use and purchase intention.