The Effect of Channel Characteristic on Millennial Moms Purchasing Behaviors of Baby Product

Richardo Antolis, Anna Amalyah Agus

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The rise of online channel has shifted how Indonesian people purchase their product, making them exposed to multiple channel. Millennial mom is one of the most affected segments as they are willing to spend more time to research for products. This study aims to understand the effect of channel characteristic on the channel selection intention of millennial moms following the theory of planned behavior and commitment trust theory. The study uses a quantitative approach with questionnaire as the instrument for data collection. The study included 296 respondent which are divided into three groups based on their preferred purchasing channel. Data is processed using LISREL edition 8.80 software. The result of the study concluded that certain channel characteristic has an effect on channel selection intention of millennial moms.

Original languageEnglish
Title of host publication2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
EditorsIndra Hermawan, Muhammad Yusuf Bagus Rasyidin, Malisa Huzaifa, Iklima Ermis Ismail, Asep Taufik Muharram, Anggi Mardiyono, Noorlela Marcheeta, Dewi Kurniawati, Ade Rahma Yuly, Ariawan Andi Suhanda
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages200-205
Number of pages6
ISBN (Electronic)9781728182476
DOIs
Publication statusPublished - 15 Sep 2020
Event3rd International Conference on Computer and Informatics Engineering, IC2IE 2020 - Depok, Indonesia
Duration: 15 Sep 202016 Sep 2020

Publication series

Name2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020

Conference

Conference3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
Country/TerritoryIndonesia
CityDepok
Period15/09/2016/09/20

Keywords

  • channel characteristic
  • channel selection intention
  • commitment-trust theory
  • millennial
  • theory of planned behavior

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