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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...

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