How Digital Technology Driven Millennial Consumer Behaviour in Indonesia

• 발행기관: 한국유통과학회
• 저자명: Asmara INDAHINGWATI Ansir LAUNTU Hasmin TAMSAH Ahmad FIRMAN Aditya Halim Perdana Kusuma PUTRA Aan ASWARI
• 간행물 정보: 『유통과학연구(JDS)』제17권 제8호, 25~34쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

Purpose - Investigate the association of internal and external factors of consumers and analysing the role of moderating comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer culture Research design, data, and methodology - This study uses a quantitative research approach with descriptive, predictive, and prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection using online surveys with final statistical analysis using the Partial Least Square (PLS) approach Results - All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and significant effect on consumers purchase decisions. Through testing Moderating, aspect marketing comparative is also authoritative able to moderate internal consumer factors towards purchase decision making. Conclusions - Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the generations to come in the future.

목차

Abstract

1. Background

2. Literature Review

3. Methods

4. Results

5. Conclusion

References

키워드

Purchase Decision Consumer Behaviour E-commerce