TY - GEN
T1 - The Effect of Channel Characteristic on Millennial Moms Purchasing Behaviors of Baby Product
AU - Antolis, Richardo
AU - Agus, Anna Amalyah
N1 - Funding Information:
ACKNOWLEDGMENT This research was supported in part by PUTI Proceeding Grant 2020, the University of Indonesia.
Publisher Copyright:
© 2020 IEEE.
PY - 2020/9/15
Y1 - 2020/9/15
N2 - 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.
AB - 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.
KW - channel characteristic
KW - channel selection intention
KW - commitment-trust theory
KW - millennial
KW - theory of planned behavior
UR - http://www.scopus.com/inward/record.url?scp=85098992129&partnerID=8YFLogxK
U2 - 10.1109/IC2IE50715.2020.9274635
DO - 10.1109/IC2IE50715.2020.9274635
M3 - Conference contribution
AN - SCOPUS:85098992129
T3 - 2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
SP - 200
EP - 205
BT - 2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
A2 - Hermawan, Indra
A2 - Rasyidin, Muhammad Yusuf Bagus
A2 - Huzaifa, Malisa
A2 - Ermis Ismail, Iklima
A2 - Muharram, Asep Taufik
A2 - Mardiyono, Anggi
A2 - Marcheeta, Noorlela
A2 - Kurniawati, Dewi
A2 - Yuly, Ade Rahma
A2 - Suhanda, Ariawan Andi
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
Y2 - 15 September 2020 through 16 September 2020
ER -