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.

Headnote

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.

Keywords: Online Shopping, Technology, Product Type, Trust, Purchase Intention, Gen Z.

Introduction

The World Health Organization (2020) has designated the Coronavirus (COVID-19) as a pandemic with an unusual capacity to spread throughout the world's human population. The Ministry of Health of the Republic of Indonesia (2022) adopted Pembatasan Sosial Berskala Besar (PSBB) regulations to combat the COVID-19 pandemic in Indonesia. This restriction makes people unable to travel or engage in activities. The implementation of this policy has resulted in various types of human behavior shifting, such as shopping, studying, working, meeting, and entertainment, from offline to online (Suciati & Putra, 2022). Madhukalya (2020) examined the increase in online consumption during the COVID-19 pandemic. This has increased from 13% to 9% in average daily consumption, as people are confined at home and carry out private and official transactions using social media (Tóiba et al., 2022).

Gen Z, the highest social media user, implies that this generation has considerable information regarding the development of the latest technology (PwC Global, 2020), especially during the COVID-19 pandemic (Liu et al., 2021; Suryadi et al., 2023). In terms of definition, Gen Z is born between 1995 and 2010 (Mitchell, 2019; Yu, 2020). The unique characteristics of this generation differ based on geographical and socio economic conditions. However, what is commonly observed is the tendency to increase socialization and communication through digital media. This generation is the largest Internet user to shop for all needs (Muda et al., 2016; Priporas et al., 2017). A survey conducted by Visa Worldwide Indonesia stated that 76 percent of nternet users have made online purchases, and 48 percent of online buyers are consumers in the 18-30 years age group (Pusparisa & Fitra, 2019).

The COVID-19 pandemic causes disruption that change Gen Z's behavior, which requires business people's attention. Gen Z is concerned with several issues, such as future opportunities, health problems, and social interactions that business people need to bridge. The high usage of digital technology is considered an opportunity for at solution to manage Gen Z's concerns. For this reason, businesses can offer health-related applications (Deckman et al., 2020) and think about how to build infrastructure (Uzir et al., 2021), digital systems and processes digital (Gharzai et al., 2020), and develop long-term business strategies. Business employees must give a good impression by proiding solutions as a service (Seemiller & Grace, 2018). In other words, it is crucial to determine how digital technology is able to give a human touch that makes Gen Z feel that they are missing social interaction can acquire it from their digital consumption.

Given the high number of digital technology users among Gen Z during and after the Covid 19 pandemic, business people must be able to adjust. In this context, business people must be able to pay attention to various factors that can influence behavioral intention, such as providing excellent service (e-service quality), with the aim that when consumers feel satisfied, they will show a positive attitude toward the sites they have visited (attitude toward the website). Ajzen (2020) states that individual behavior can be estimated based on an individual's intention; however, behavior can also be estimated from attitudes and consumer satisfaction, so that an individual will have the intention to perform a transaction (Kartajaya et al., 2021). The decision to make a purchase is a complex phenomenon influenced by certain behavioral factors, such as ease of service, product type, and brand. Consumer purchase intention arises when consumers evaluate a product or service (Das, 2014). Comprehending consumer purchase intentions, can help businesses understand the market in terms of customizing the products or services offered, making it possible to obtain more sales and make a profit. In addition, understanding consumer purchase intentions can predict customer retention of certain brands (Agmeka et al., 2019). The quality of the service or product provided when purchasing a good or service is a special concern for consumers. Perceived quality is a cognitive factor that influences consumer perceptions when shopping online shopping (Sulthana & Vasantha, 2021).

Ardiansah et al. (2020), Aslam et al. (2018), Bhatti and Rehman (2019), Changchit et al. (2019), Ramayah et al. (2018), and Reimers et al. (2016) found that TAM dimensions interpreted through the use of digital technology have a notable impact on the intention to buy a product. Different results were shown in the studies of Abubakar et al. (2016), Konuk (2018), Oloveze et al. (2022), and Shafiee and Bazargan (2018) that the use of digital technology cannot influence consumer purchase intentions. Based on these findings, consumers cannot make purchasing decisions solely based on technology utilization. This disparity in findings creates an intriguing gap for future research on how the use of digital technologies can genuinely affect purchasing decisions. To close the gap in the research results, it is proposed that trust is a mediating variable that connects the influence of these variables.

This sense of trust can make buyers use services or goods continuously until this trust disappears and consumers shift to other products. According to an earlier study by Suhaily and Darmoyo (2017), UTAUT2, brand image, and perceived quality have a major impact on trust mediated purchase decisions. If consumers have a high sense of trust in a product or brand, they buy the product as a result. Customers' tendency to use a product is strongly influenced by their level of trust in that brand. When consumers have faith in a good or service, they want to buy it (Hong & Cha, 2013).

This research needs to be conducted considering that Gen Z has a greater interest in preferences in buying products online (Derbani et al., 2022). In addition, Gen Z members as known to be aware of values (Djafarova & Foots, 2022) and health (GenÇ, 2021; Suryadi et al., 2022). This study is a development of research on consumer behavior during the Covid-19 pandemic and its relationship with Gen Z in Indonesia. The research results revealed the impact of various aspects of Gen Z's life throughout the COVID-19 pandemic in Indonesia. The results included (1) family and social relations, (2) increased use of digital technology, (3) the importance of health awareness, (4) concern about the future, and (5) increased religiosity. These aspects were then analyzed to identify and rearrange to obtain a set of variables related to Gen Z behavior during the Covid-19 pandemic. This arrangement is important for the next stage of the analysis.

Literature Review

The coronavirus disease (COVID-19) pandemic has urged many workplaces to revolutionize the way they communicate by considering how to connect with peers and loved ones while maintaining social distancing. As a result, video calling and conferencing programs have experienced tremendous growth throughout the pandemic (Pikoos et al., 2021). Face-to-face meetings have largely been replaced by video conferencing, online chatting, and instant messaging. Video conferencing applications facilitate the communication and interaction of two or more users through a combination of high-quality audio and video over an Internet Protocol (IP) network (Billingsley, 2020). This causes a shift in individual behavior to adopt the use of digital technology in activities. Sheth (2020) explained that, under lockdown conditions, some habits will die because consumers have found alternatives that are more convenient, affordable, and accessible. For example, Netflix and Disney streaming services divert consumers' tendencies to go to cinema. Due to the coronavirus, consumers may find it easier to work, study, and shop at home. As mentioned earlier, technology is the second major driver of consumer behavior. How technology changes from wants to needs has a notable impact on new habits such as like dating, shopping, or anything using the Internet (Sheth, 2020).

Furthermore, TAM and TPB are used as starting points for a framework on the drivers of purchase intention. The construct is then linked to the proposed variable, namely digital technology usage, which is the attitude of the TAM. Then the social influence of trust and intention to make purchases, which are part of the TPB. Studies on online shopping often use the TAM and TPB constructs to predict consumer behavior (PeñaGarcía et al., 2020).

Use of Digital Technology

The ongoing COVID-19 pandemic has influenced peoples use of mobile applications for online shopping (WiścickaFernando, 2021). According to (Phetnoi et al., 2021), 49.2% of people prefer to buy through online platforms for products and goods. With the COVID-19 crisis, many changes have occurred in the global economy. Many factors influence consumer purchasing decisions through online shopping. These include product, time-saving, payment method, administration, security, subjective norms, and perceived usefulness (Neger & Uddin, 2020; Srinivasan, 2015). Based on research (Bourlakis et al., 2008; Suryadi et al., 2018), mshopping applications have become well-known as a convenient means of making purchases. M-shopping is becoming increasingly popular, whether for clothing, electronics, or livestock.

Digital technology is a diverse technology, tool, service, and application that uses various forms of hardware and software. The purpose of technology is to facilitate the provision of services and activities using electronic means for the creation, storage, processing, transmission, and display of information. Technology has become an integral part of modern society (Fraillon et al., 2014). The perceived usefulness of technology described under the TAM is a widely understood, accepted, and empirically validated factor for comprehending technology adoption and use. The use of digital technology refers to the ease of using the Internet for shopping (Vijayasarathy, 2004) and using a system (Evert, 2022). This is considered important in research related to technology adoption (Venkatesh, 2022). Several studies have proven its effect on purchase intention (Ha, 2020), but other studies have not shown a significant effect (De Luna et al., 2019; Konuk, 2018; Olovez., 2022; Shafiee & Bazargan, 2018). The ease of use is supported by several studies (Juliana., 2021). Previous studies have described it as a significant predictor of technology use and purchase intention (Ardiansah et al., 2020; Aslam et al., 2018; Bhatti & Rehman, 2019; Sharma et al., 2022), as well as the formation of consumer trust (Atulkar, 2020; Chi et al., 2021; da Silva & Moro, 2021; Su et al., 2022). Furthermore, Dash and Saji (2008) defined online shopping as the extent to which consumers believe that using systems from technology products will give access to information that is useful in forming online shopping intentions faster and security for products/services (Rehman et al., 2022; Santo & Marques, 2021). The current study adopted this explanation because of its comprehensiveness in capturing various aspects of the use of technology. Other studies have shown that it is a significant predictor of purchase intention (Racat et al., 2021; Vahdat et al., 2021a).

Therefore, hypotheses are proposed:

H1 The use of technology has a positive and significant effect on purchase intention.

H2 The use of technology has a positive and significant effect on trust

Trust

The trust of consumers in providers can decrease feelings of insecurity and cognitive risk. The lower the perceived risk, the more customers trust and the greater their intention to buy (da Silva & Moro, 2021; llhamalimy & Ali, 2021; GarciaSalirrosas et al., 2022; Peña-García et al., 2020). Purchase intention is a consumer's subjective willingness to buy at online stores and involves factors such as resources, attitudes, and lifestyle (Mardhatillah, 2020; Rachmawati et al., 2022; Sumarliah et al., 2021). This behavior represents the possibility that consumers will buy a product or service, within a certain period, which is the basic metric in our conversion funnel (Alvarez-Risco et al., 2022). Trust appears as a purchase dimension through online platforms (Santo & Marques, 2021; Sulthana & Vasantha, 2021) and is defined as the level of confidence, credibility, and accuracy that can occur in individual attitudes to reach a purchase decision (Albashrawi, 2021; J. Li et al., 2022). Consumer trust in digital platforms is even more relevant than traditional shopping (Manzoor et al., 2020), because it takes into account the level of efficiency and effectiveness (Tuyapala & Nuangjamnong, 2022), but does not worry about uncertainty over the accuracy of the product (B. Lu & Chen, 2021). Furthermore, trust is fundamental to the acceptance of information technology and is very important for online sellers (Bhat & Darzi, 2020).

Trust refers to the belief that a company will not harm consumers, and emphasizes that negative consequences will not occur (Hong & Cha, 2013). According to Chae et al. (2020), brand trust is positively related to intention to buy something. Brand trust can positively affect purchase intention. There is a significant positive relationship between trust and purchase intention (Chae et al. (2020); Lu & Chen, (2021); Irshad et al., (2020). This is consistent with the results reported by Patel et al. (2020). Neumann et al. (2020) and the hypothesis can be articulated as follows using data from earlier research.

Therefore, hypotheses are proposed:

H3 Trust has a positive and significant effect on purchase intention

H4 Trust mediates the influence of technology use on purchase intentions

Type of Product

The tendency of consumers to choose a variety of products is shown through the choices and types of products provided by business people (Luchs & Kumar, 2017). Recently, the PwC Total Retail Survey (2017) provided an overview of the variation in online buying behavior among different types of products. The type of product can influence consumers, as described in information search, purchasing strategies, and decision-making on the Internet (S. Ha & Stoel, 2009; W. Li et al., 2016). Some of the differences obtained are the dissimilarity in how consumers conduct research, what platforms are used for research and purchases, and the frequency of purchases. Little research has been conducted on how consumer behavior translates into purchase intentions when moderated by product type (Singh & Srivastava, 2018).

Therefore, a hypothesis is proposed:

H5 Product type moderates the effect of technology use on purchase intention.

Methodology

This study consists of four main constructs: an independent variable (use of technology) and one dependent variable (purchase intention). This study adds one mediating variable (trust) and one moderating variable (product type), is depicted in Figure 1 :

The sampling approach employed was non-probability sampling using purposive sampling techniques. Non-probability sampling is a sampling technique in which not all elements of a population have the same opportunity to become research samples. The population in this study was taken from users of the e-commerce marketplace in Java. The participants this study were divided into Generation Z groups (17-25 years old). The sample size was calculated by multiplying the study indicators by a factor of at least five and up to ten (Roscoe et al., 1975). Consequently, the 16 study questions were multiplied by 10, yielding a total sample of 160 respondents. Samples were collected using a purposive sampling technique, with the criteria of being 17 to 25 years old, having shopped on a marketplace application in the last six (6) months, and domiciled on Java Island throughout the COVID-19 outbreak.

The sampling used a questionnaire with a Likert Scale, which was distributed electronically via the Google Form. Moreover, the convenience was chosen to cope with the time or resource limitations and to get an easily accessible population. This study received ethical clearance and complies with all university's research ethics policies. Each respondent agreed to be voluntarily involved, and no special rewards were offered to the respondents for participating in the study. The data analysis utilized structural equation modeling with partial least squares (SEM-PLS). The main reason for choosing this approach is that it examines the modified findings of multiple research models to offer an overview of the variables researched.

Ethical Clearance

In order to ensure compliance with ethical guidelines in research involving questionnaires, we respectfully inform you that this research has obtained approval from the Ethics Committee at the Research and Community Service Unit, Faculty of Economics and Business, Universitas Brawijaya. The research entitled "Online Consumption Behavior of Gen Z in Indonesia Post Covid-19 Pandemic: The Role of Digital Technology Use," led by Dr. Nanang Suryadi, S.E., M.M., has been given ethical approval/clearance with reference number No. 00383/UN10.F0201/B/PT/2024. This approval guarantees that the research is conducted in compliance with established ethical standards and ensures the protection and welfare of research subjects.

Results

Based on the results of descriptive statistical analysis, respondents are predominantly women. The data collected, amounting to 160 respondents, consists of 98 (61%) female respondents and 62 (39%) male respondents. The data can be seen in Table 1 below:

Convergent validity was applied to asses data quality, which can be observed from the factor loading values of the research items. Hair et al. (2010) mean that for an initial development research scale, a score over 0.60 is a value that is deemed sufficient for item validity. To clarify more, the results of the reliability and validity tests are presented in Table

2 below:

Measurement and Outer Model Evaluation

Table 2 illustrates the outcomes of the validity test by examining the loading factor value of each indicator on the four variables, which has a value greater than 0.60 (Hair et al., 2010). Additionally, the Average Variance Extracted (AVE) value was used to demonstrate the validity of the discriminant validity test. By comparing the coefficient value for each variable with the correlation value for each variable association in the research model, it was determined that each AVE value was greater than 0.50, indicating the validity of the study's items. Using Cronbach's alpha and composite reliability values, a reliability test was conducted once data accuracy was assessed.

According to Table 2 and Figure 2, the data used in this study are credible. Each variable had a Cronbach's alpha value and composite reliability greater than 0.60. Thus, the products used in this investigation were dependable. The threshold value for dependability was 0.60. The result of the Goodness of Fit (GoF) computation was 0.613 or 61.3%. Inferring that the model has a strong capacity to explain empirical data, this illustrates that the generated model is good for developing predictions.

Model Causality Test

Based on the data provided in Table 3 and 4, it is known that H1 through H4 are approved because they fulfill statistical criteria with t-statistic values >1.96 and p-values <0.05, and H5 is rejected because they do not match the requirements.

Based on the data in Table 3, the use of technology has a substantial and positive influence on purchase intentions, with a t-value greater than the t-table (3.870 > 1.96) and a p-value below 0.05. Therefore, it tells us that H1 is supported. These findings confirm those of Racat et al. (2021) and Vahdat et al. (2021), which revealed that the usage of technology has a considerable influence on purchasing intention. The more ease consumers find in the use of a system or platform, the higher the possibility of the platform being accepted and used by consumers. The use of technology was determined to have a positive and noteworthy influence on trust, with a computed tvalue larger than the t table (6.755 > 1.96) and a p-value below 0.05. Therefore, H2 is supported. Trust has a positive and substantial association with purchase intention, as evidenced by a t count larger than t table (3.634 > 1.96) and p value below 0.05; thus, H3 is supported. Furthermore, trust mediates the effect of technology use on purchase intentions, as shown by the results of testing the data with a significance value (pvalue) below 0.05, and a determined t-value that is larger than the table (3.412 > 1.96).

Table 4 shows that the p-value of product type as a moderating variable on the influence between technology use and purchase intention is 0.886 > 0.05 and the t-count value is less than t-table (0.143 <1.96) so H5 is rejected. The results of this research describe that the product type variable does not moderate the relationship between the use of technology and purchase intention.

Discussion

This study aimed to determine the changes in Gen Z online consumption behavior after the COVID-19 pandemic. Based on the findings of the statistical calculations, the results show that digital technology usage influences the purchase intention of Gen Z, both directly and indirectly. Services in the application of digital technology are realized through the ease and usability of the services to generate purchase intentions. The pandemic has had a significant influence on consumer behavior (Kirk and Rifkin, 2020; Sheth, 2020). Internet technology has a considerable impact on consumer buying processes and behavior (Thaichon, Lobo & Quach, 2016; Vahdat et al., 2021a).

With the changes brought about by the pandemic and the development of online interactions for service delivery, it is more desirable to research consumers' intent to utilize online services and long-term behavioral consequences (Laato et al., 2020; Santosa et al., 2021). The new normal era after the covid 19 pandemic can cause consumers to forget about risks when transacting online. This era is very suitable for Generation Z, where they are considered the next generation who will spend their youth in post-pandemic or new normal conditions. Gen Z will tend to have a unique consumption pattern from previous generations (Lissitsa & Koi, 2016).

Advances in digital technology have created new online shopping habits, supported by an Internet connection that makes it easy to surf without limits. Akhlaq and Ahmed (2015) and Cheung and Lee (2000) stated that consumer confidence in online shopping is influenced by two groups of antecedents. These include trust from internet vendors and the external environment. The results of subsequent research show that the use of technology has a notable impact on trust based on research conducted by (Atulkar, 2020; Chi et al., 2021; da Silva & Moro, 2021; Su et al., 2022). Trust is built when the consumer has confidence in the integrity and reliability of at service provider. Developing consumer trust will be more easily realized on online platforms such as e-commerce (N. T. Ha et al., 2019) because the services provided are easy to apply (X. Li et al., 2020), the information provided is complete (Erkan & Evans, 2018), and effective promotion and communication that convinces consumers (Abdul Hamid et al., 2019; Ram & Xu, 2019) thereby providing a good reputation for the Z gene (Ng et al., 2019). Therefore, the successful adoption of this technology has a positive impact on consumers, especially Gen-Z.

Trust is a key factor in predicting purchase intention. The results of this study are in agreement with earlier studies (Jadil, Rana & Dwivedi, 2022; Ventre & Kolbe, 2020) which revealed that trust has a positive significant influence on purchase intentions. Consumers desire to purchase if they have confidence in a service or product (Hong & Cha, 2013). This can be used to reduce the risk of uncertainty and encourage a purchase later. Generation Z, who is the most informed about technological developments (PwC Global, 2020), will be familiar with the system and have resolved any trust issues regarding online shopping; factors such as perceived benefits and perceived risks may become more prominent. Digital technology is said to influence consumers' purchase intentions because it is thought to play a significant role in differentiating brands in similar product categories (Mahmood et al., 2022).

The moderating role of product type was verified to not impact the association between technology use and purchase intention. The outcomes suggest that consumers who purchase online do not focus on the type of goods following or the type of product during the COVID-19 pandemic. The outcomes of this study are inconsistent with research findings (Li et al., 2016; Singh & Srivastava, 2018) which state that the moderation effect of product type affects purchase intention. The different findings in this study provide a new perspective for business actors as a formulation to implement in their businesses, especially when the pandemic begins to subside. This research is reinforced by Pascual-Miguel et al., (2015); Tong et al., (2022) stated that product type does not strengthen the relationship between the use of technology use and purchase intention, especially for male consumers. Thus, when the Covid-19 pandemic ends, Gen Z members do not think about the types of products they will purchase.

Implications

The main goal of every marketer is to achieve high sales figures resulting from consumer purchase intentions because they experienced a decline after being affected by COVID-19. With the increasing use of the Internet in the world during the pandemic, everyone is shopping behavior has changed, and the popularity of online shopping has increased rapidly. When consumers enter a new phase, namely endemic, even when policies related to COVID-19 change, they still face fears of contracting the virus when shopping, especially when shopping for food.

This study provides practical insights for businesses and online shopping service providers. Gen Z consumers have a promising market share in the digital era, considering that they are digital natives (Munsch, 2021). The choice of online shopping during a pandemic is one of the reasons for the growth in Gen Z's consumptive behavior. Therefore, businesses and online shopping service providers must consider and involve consumers in designing or choosing the technology they use. Thus, we suggest that online shopping service application developers continue to improve the usability of the design, mobile devise application navigation, and simpleto-understand consumer tutorials and instructions.

This research, reveals new patterns in the way Gen Z shops online after the pandemic. One of the key implications is the importance of business adaptation to better understand the new preferences and habits of this demographic group. In Asia, particularly Indonesia, businesses should pay attention to the transformations taking place in the use of online platforms, payment preferences, brand preferences, and the safety and convenience aspects of online shopping. These changes in consumer behavior highlight the importance of personalization, the use of technology, and the ability to quickly adapt to changing market trends. Businesses need to strengthen their digital infrastructure, expand e-commerce capabilities, and optimize the use of social media as a key channel to reach and interact with Gen Z. In addition, this research recommends integrating marketing strategies that are more innovative and responsive to the changing needs and preferences of young consumers. By understanding the implications of Gen Z online consumption behavior patterns, businesses can take strategic steps to position themselves more effectively in the growing Asian market, particularly in Indonesia, after the COVID-19 pandemic.

We recommend that marketers adopt both responsive and innovative strategies. Based on the findings of this study, marketers should better understand the changing consumption patterns, such as shopping platform preferences and payment methods chosen by Gen Z. The adoption of personalization in marketing strategies, including the use of technology to create a shopping experience that is more suited to consumers' preferences, is important. The adoption of personalization in marketing strategies, including the use of technology to create shopping experiences that better suit consumers' preferences, is important. In addition, emphasizing commitments to online transaction security and consumer convenience should not be overlooked. Collaboration with influencers and content creators on digital platforms of interest to Gen Z members is also an important step in strengthening brand appeal. Flexibility, adaptability, and continuous innovation are key for marketers to continue to engage and maintain Gen Z's interests in Indonesia's growing online marketplace. By combining knowledge with adaptive marketing strategies, practitioners can successfully reach and engage effectively with Gen Z in the post-Covid-19 online market.

Limitations and Recommendations for Future Research

The distribution of questionnaires conducted online through social media was insufficient to target the required number of respondents. This requires researchers to search for data with the help of family, friends, relatives, and related communities or groups to obtain the appropriate respondents.

This research only focuses on several variables that influence each other: technology use, trust, purchase intention, and product type. Further research needs to add other variables, such as satisfaction, behavioral intention, and attitude, to provide a complete depiction.

Acknowledgements and Declaration of Funding

We acknowledge the financial support of the DPP Penelitian from Faculty of Economics and Business Universitas Brawijaya No. 3453/UN10.F02/TU/2022, which provided the resources necessary to conduct this study. Their investment in our research is deeply appreciated and wehope that our findings will contribute to their mission of promoting the wellbeing of individuals and communities.

Disclosure statement

No potential conflict of interest was reported by the author(s)

Author's statement

All authors are lecturers and researchers in Universitas Brawijaya.

Author contributions

Conceptualization, N.S; methodology, N.S., R.A.F., A.H. and K.Y.P.; software, R.A.F., M.F.I.F; validation, N.S., R.A.F.; formal analysis, K.Y.P., A.H.; investigation, M.F.I.F and A.H.; resources, R.A.F.; writing-original draft preparation, N.S.; writing-review and editing, N.S., M.F.I.; visualization, RAF..; supervision, N.S., A.H., K.Y.P.; project administration, M.F.I.F.; All authors have read and agreed to the published version of the manuscript.

Data availability statement

Data available on request

References

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