Open AccessFACTORS INFLUENCING THE BEHAVIORAL INTENTION OF INDONESIAN GENERATION Z TO USE A NEW C2C E-COMMERCE PLATFORM CALLED INSTAGRAM SHOP
Author(s) -
Gevani Syakinah Putri,
Ira Fachira
Publication year - 2021
Publication title -
advanced international journal of business, entrepreneurship and smes
Language(s) - English
Resource type - Journals
ISSN - 2682-8545
DOI - 10.35631/aijbes.39009
Subject(s) - indonesian , marketing , product (mathematics) , advertising , business , order (exchange) , generation y , population , focus (optics) , consumer behaviour , sociology , mathematics , philosophy , linguistics , physics , geometry , demography , finance , optics
Most of Generation Z is being influenced by Instagram to shopping online. Additionally, Instagram now launched Instagram Shop to make users feel the easiness to shop within the application. This paper will identify which factors that can influence Indonesian Generation Z’s behavioral intention to use Instagram Shop to purchase a product since the population in Indonesia is dominated by Generation Z. This fact would allow Instagram Shop or any other e-commerce leaders to have a deeper understanding and make an improvement on their marketing strategy in order to make the users satisfied. This paper will focus on the behavioral (Theory of Planned Behavior) and readiness to accept new ideas (Consumer Innovativeness) as factors in intention to use Instagram Shop of Indonesian Generation Z. Quantitative approach with spreading the questionnaire to 400 respondents as the minimum number will be used for the research.