Article: The effects of gender and age on factors that influence purchase intentions and behaviours of e-commerce consumers in Indonesia Journal: International Journal of Innovation and Learning (IJIL) 2022 Vol.31 No.4 pp.474 - 505 Abstract: This study aims to provide new learning from consumer behaviour viewpoints by understanding the effects of gender and age on consumer purchase intentions and purchase behaviours, specifically in the context of e-commerce in Indonesia, by developing a hypothetical structural model that comprises nine motivational factors: convenience, perceived website quality, social influence, facilitating conditions, hedonic motivation, economic reasons, security, variety and delivery. The results of statistical analysis of data collected from 400 e-commerce consumers using structural equation modelling indicate that males are affected by perceived website quality and convenience, while females are affected by security, economic reasons, convenience and social influence. Furthermore, consumers under 30 years old are affected by convenience and perceived website quality, while consumers who were 30 years old and above are affected by facilitating conditions, economic reasons, security and social influence. Thus, the associations of social influence, economic reasons and security with purchase intention are moderated by gender and age. These findings are beneficial for e-commerce research and businesses from the viewpoint of Indonesian consumers' motivations categorised according to gender and age. Inderscience Publishers - linking academia, business and industry through research

Title: The effects of gender and age on factors that influence purchase intentions and behaviours of e-commerce consumers in Indonesia

Authors: Farah Alfanur; Yasuo Kadono

Addresses: School of Economics and Business, Telkom University, Jl. Telekomunikasi, Bandung, West Java 40257, Indonesia ' Graduate School of Technology Management, Ritsumeikan University, 2-150 Iwakuracho, Ibaraki, Osaka 567-8570, Japan

Abstract: This study aims to provide new learning from consumer behaviour viewpoints by understanding the effects of gender and age on consumer purchase intentions and purchase behaviours, specifically in the context of e-commerce in Indonesia, by developing a hypothetical structural model that comprises nine motivational factors: convenience, perceived website quality, social influence, facilitating conditions, hedonic motivation, economic reasons, security, variety and delivery. The results of statistical analysis of data collected from 400 e-commerce consumers using structural equation modelling indicate that males are affected by perceived website quality and convenience, while females are affected by security, economic reasons, convenience and social influence. Furthermore, consumers under 30 years old are affected by convenience and perceived website quality, while consumers who were 30 years old and above are affected by facilitating conditions, economic reasons, security and social influence. Thus, the associations of social influence, economic reasons and security with purchase intention are moderated by gender and age. These findings are beneficial for e-commerce research and businesses from the viewpoint of Indonesian consumers' motivations categorised according to gender and age.

Keywords: e-commerce; learning; purchase intentions; purchase behaviours; gender; age; Indonesia.

DOI: 10.1504/IJIL.2022.123178

International Journal of Innovation and Learning, 2022 Vol.31 No.4, pp.474 - 505

Received: 10 Oct 2020
Accepted: 16 Apr 2021
Published online: 01 Jun 2022 *

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Title: The effects of gender and age on factors that influence purchase intentions and behaviours of e-commerce consumers in Indonesia

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