THE ROLE OF PERSONAL INNOVATIVENESS ON ONLINE PURCHASING BEHAVIOR AMONG INDONESIAN CONSUMERS Citra Kusuma Dewi (a)(b), Zurina Mohaidin (b)
a) School of Communication and Business, Telkom University, Bandung 40257, Indonesia
(b) Graduate School of Business, Universiti Sains Malaysia, 11800 USM Pulau Pinang, Malaysia
Abstract
The development of digital technology has the potential to transform all aspects in life. Nowadays, Indonesian consumers are more digital and connected, they do online activities as their daily habits, and rapidly adopt online channels for their purchasing journey. As more and more consumers in Indonesia who are more demanding, informed, smarter and innovative. Consumers of this kind are experienced with the internet to make comparison about prices and product ranges with offline based stores and also prone to seek information about a product before buying it. Innovativeness is considered as a key driving factor of technological acceptance, which means that online purchasing behavior is positively influenced by the level of user innovation. Therefore, the aim of this study is to examine and investigate the role of personal innovation on online purchasing behavior among Indonesian Consumers.
Keywords: Personal Innovativeness; UTAUT; Online Purchasing; Indonesia
