Factors Influencing Generation Z's Interest in Using E-Commerce

Dwiki Tandi Priyanto; Verawati

doi:10.61536/escalate.v4i4.967

Authors

Dwiki Tandi Priyanto Program Studi Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta, Indonesia
Verawati Program Studi Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta, Indonesia

DOI:

https://doi.org/10.61536/escalate.v4i4.967

Keywords:

perceived usefulness, perceived trust, user interface, perceived ease of use, interest in use; Generation Z, e-commerce

Abstract

This study examines the relationships of perceived usefulness, perceived trust, user interface, and perceived ease of use with Generation Z’s interest in using e-commerce in Greater Jakarta (Jabodetabek), based on the Technology Acceptance Model (TAM). A quantitative causal design was employed using purposive sampling and an online questionnaire with a six-point Likert scale. Of 566 responses collected, 300 met the eligibility criteria: respondents born between 1997 and 2007, residing in Jabodetabek, and having used e-commerce within the previous three months. Data were analyzed using multiple linear regression in IBM SPSS Statistics version 32. All measurement items were valid, with correlation coefficients ranging from 0.620 to 0.927, and reliable, with Cronbach’s alpha values of 0.728 to 0.851. The results indicate that perceived usefulness (B = 0.256, p < 0.001), perceived trust (B = 0.149, p = 0.005), user interface (B = 0.510, p < 0.001), and perceived ease of use (B = 0.296, p < 0.001) each have a positive and statistically significant relationship with interest in using e-commerce. The four variables are also jointly significant (F = 217.729, p < 0.001). The model has an R² of 0.747 and an adjusted R² of 0.744, indicating that the predictors explain 74.4% of the variation in interest after adjustment for the number of predictors. These findings suggest that e-commerce platforms should improve perceived usefulness, transaction security, interface quality, and ease of use to strengthen Generation Z’s interest in using their services.

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