474 Int. J. Innovation and Learning, Vol. 31, No.

4, 2022

The effects of gender and age on factors that

influence purchase intentions and behaviours of
e-commerce consumers in Indonesia

Farah Alfanur*
School of Economics and Business,
Telkom University,
Jl. Telekomunikasi, Bandung,
West Java 40257, Indonesia
Email: [email protected]
*Corresponding author

Yasuo Kadono
Graduate School of Technology Management,
Ritsumeikan University,
2-150 Iwakuracho, Ibaraki,
Osaka 567-8570, Japan
Email: [email protected]

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.

Reference to this paper should be made as follows: Alfanur, F. and Kadono, Y.

(2022) ‘The effects of gender and age on factors that influence purchase
intentions and behaviours of e-commerce consumers in Indonesia’,
Int. J. Innovation and Learning, Vol. 31, No. 4, pp.474–505.

Copyright © 2022 Inderscience Enterprises Ltd.

 The effects of gender and age on factors that influence purchase intentions 475

Biographical notes: Farah Alfanur holds two Master’s each from Tokyo
University of Science, Japan, and Institut Teknologi Bandung, Indonesia. She
has been working as a Lecturer at the School of Economics and Business,
Telkom University, Indonesia. Her research interests include technology
management, strategic management, marketing strategy, and decision making.

Yasuo Kadono is a Professor and Dean at Graduate School of Technology

Management of Ritsumeikan University in Japan. He is a Visiting Professor at
EMUNI University, Slovenia. He received his PhD in Business Administration
at University of Tsukuba. He also received his Master’s and Bachelor’s in
Applied Mathematics and Physics at Kyoto University. He has extensive
practical experience with McKinsey and Company (Japan, USA, Korea),
Accenture, Sumitomo Metal Industries, and Management Science Institute. He
has also produced important research projects in academic, business, and
government circles, such as METI. Consistent with his academic and business
career to date, his teaching and research interests include management of
technology, competitive strategy, business model creation, innovation
management, and information technology.

1 Introduction

E-commerce in Indonesia has developed and improved significantly, with $2.5 billion
invested in the industry over the past three years and advancements influenced by
Indonesian consumer characteristics and the increasing trend of consumers to shop online
(Sfenrianto et al., 2019). Kustiwi and Isnalita (2018) analysed one aspect of e-commerce
in Indonesia and identified that online shopping in the country is characterised by
different challenges and opportunities than in other countries. One of the factors
contributing to these distinctions is consumer behaviour towards online purchase
decisions.
The e-commerce growth in Indonesia is promising – with increasing online
transactions and the number of internet users reaching 196.7 million, representing 73.7%
of the total population of Indonesia in 2020 (Asosiasi Penyelenggara Jasa Internet
Indonesia (APJII), 2020). Thus, the e-commerce market has become attractive for
business owners. However, the development of e-commerce faces challenges related to
the gap in internet penetration (APJII, 2020) and effective delivery since Indonesia is an
archipelagic country – with an estimated 17,508 islands, including 6,000 inhabited
islands (JPMorgan Chase & Co., 2019).
Studies that focus on e-commerce adoption, especially from the perspective of
consumers in Indonesia, are important. Most of the studies and reports investigating e-
commerce in Indonesia focus on business-to-consumer e-commerce (Hidayanto et al.,
2017; Annisa et al., 2018; Kustiwi and Isnalita, 2018) while consumer-to-consumer
research primarily focuses on a limited number of consumer-to-consumer e-commerce
websites (Dachyar and Banjarnahor, 2017; Handayani and Arifin, 2017; Kowanda et al.,
2018; Sfenrianto et al., 2018). However, this study examines consumer behaviour on a
wide range of e-commerce websites. In addition, these previous studies only analysed one
or a few e-commerce companies. Furthermore, few of those studies discussed the effects
of gender and age on these factors. The current study analyses the top 12 e-commerce
websites in Indonesia, uses the unified theory of acceptance and use of technology 2
476 F. Alfanur and Y. Kadono

(UTAUT2) as one of the reference models and discusses the influence of gender and age
on the factors that influence e-commerce purchase intention and behaviour. Tandon et al.
(2016) and Tarhini et al. (2016) discussed factors that may influence the adoption of
online shopping using UTAUT2 in India and Lebanon, respectively, while the current
study was conducted for Indonesian consumers. Furthermore, the UTAUT2 model was
considered in the development of the model for the current study, where most researchers
have not considered the UTAUT2 model in prior studies in Indonesia.
For the similarity, the current study discusses the influence of gender and age on
factors that affect e-commerce purchase intention, which is somehow similar to Dewi
et al.’s (2019) study. However, Dewi et al. (2019) analysed e-commerce purchase
intention using the unmodified UTAUT model without discussing purchase behaviours.
As a different comparison, the current study analyses both the intentions and the
behaviours by using the modified UTAUT2 model. Piarna et al. (2020) used UTAUT2 as
a basic model to discuss factors affecting the purchase intentions and behaviours of
millennial e-commerce consumers in the age range 18–35 years old. Conversely, the
current study analysed consumers of a wider age range.
This study refers to Alfanur and Kadono’s (2019) study, which analysed factors
affecting consumer purchase intention and behaviour in the country. Besides using the
same constructs (convenience, perceived website quality, social influence, facilitating
conditions, hedonic motivation, economic reasons, security, variety, delivery, purchase
intention and purchase behaviour), the current study enhanced the previous research
(Alfanur and Kadono, 2019) by examining Indonesian e-commerce consumers with the
inclusion of two moderator variables: gender and age. Furthermore, the present study
added hypotheses of two constructs – variety and delivery – to purchase intention. As a
different comparison, the current research explores any significant differences in the
intentions and behaviours of males, females, consumers under 30 years old and
consumers who are 30 years old and above. The data were analysed using multigroup
analysis (MGA) in Amos 25.0 software.
Venkatesh et al. (2012) proposed the UTAUT2 model, which is a powerful prediction
framework and is effective for analysing and explaining consumers’ technology
acceptance behaviours. UTAUT2 is one of the most comprehensive theories that can help
to predict and explain the acceptance of technology adoption (Venkatesh et al., 2012)
which comprises seven variables (namely, performance expectancy, effort expectancy,
social influence, facilitating conditions, hedonic motivation, price value and habit). These
variables significantly influence behavioural intention and use behaviour of new
technology under the moderating effect of age, gender and experience (Venkatesh et al.,
2012) in the consumers’ context. Several studies have used UTAUT2 to understand and
predict the factors that influence consumers’ intentions towards online shopping
(Escobar-Rodríguez and Bonsón-Fernández, 2016; Tandon et al., 2016; Singh et al.,
2017; Tarhini et al., 2016; Piarna et al., 2020). This research adopts, modifies and extends
the UTAUT2 model by proposing a research model comprising nine constructs –
convenience, perceived website quality, social influence, facilitating conditions, hedonic
motivation, economic reasons, security, variety and delivery – as independent variables
for consumer purchase intention towards online purchase. Therefore, this research
introduced and considered the UTAUT2 model as an analytic model in structural model
development.
Several studies on this subject have involved student participants (Hwang, 2010;
Yoon and Occeña, 2015), and some disagreement exists as to whether it is appropriate to
 The effects of gender and age on factors that influence purchase intentions 477

generalise results obtained from a sample of students to other populations in the area of e-
commerce research. To address this gap in the literature, this research analyses consumer
purchase intentions and behaviours through e-commerce websites using a sample of
respondents from a more diverse age range.
More than the last decade, e-commerce purchase intention or online shopping
intention studies have become increasingly recognised for determining attitudes towards
online shopping by comparing different demographic variables of consumers (Yoon and
Occeña, 2015; Adaji et al., 2018; Dewi et al., 2019). Previous works focused on
analysing important factors in online shopping found that the determinants of online
shopping are not equal between males and females (Adaji et al., 2018; Suwana and Lily,
2017; Sohaib et al., 2018; Szymkowiak and Garczarek-Bak, 2018). Suwana and Lily
(2017) confirmed that there is digital media literacy but a gender digital divide in
Indonesia, where Indonesian females are active internet users but have low digital media
literacy. As reported by Hasyyati (2017), Indonesian e-commerce users in Indonesia are
predominantly female, making up 51.9% of online purchases in comparison with 48.1%
of online purchases made by male consumers. As female consumers tend to be affected
by more factors than their male counterparts the information and offers provided by e-
commerce websites may better suit the preferences of the former.
Previous works have investigated the differences between age groups on key factors
in online shopping (Hasyyati, 2017; Sharma et al., 2020). As reported by Hasyyati
(2017), the determinants of online shopping in Indonesia are not equal between the age
groups, where individuals of the working-age group (25 to 64 years) comprised 67.3% of
e-commerce users in Indonesia, most of e-commerce users in 2015. The next group was
individuals of the age group 18 to 24 years old, comprising 25.2% of the e-commerce
users in the country (Hasyyati, 2017). This phenomenon indicates there is a digital divide
between age groups, suggesting that age is a major factor in individuals utilising
e-commerce websites or shopping online.
This study aimed to achieve two objectives:
1 identify factors that influence consumers’ purchase intentions and purchase
behaviours for online shopping through e-commerce websites in Indonesia by gender
(male and female consumers) and age (consumers under 30 years old and consumers
who are 30 years old and above), which addresses the need to examine the influence
of demographic factors on purchase intentions and behaviours of e-commerce
consumers.
2 recommend appropriate strategies for the development of online shopping to e-
commerce companies and other stakeholders.
This paper is organised as follows: Section 2 describes existing theories related to the
acceptance and use of technology to explain consumers’ purchase intentions and
behaviours towards using e-commerce websites. Section 3 outlines the research
methodology used to analyse the data, while Section 4 presents the results of the
statistical analysis. Further discussion of the results of the statistical analysis from both an
academic perspective and a practical perspective is presented in Section 5. Section 6
describes the contributions of this research. Finally, Section 7 summarises the overall
content of this paper, identifies the study’s limitations and presents recommendations and
directions for further research.
478 F. Alfanur and Y. Kadono

2 Theoretical framework

2.1 Overview of the acceptance and use of technology theories

In this study, the model of e-commerce acceptance and use in Indonesia is explained
through consumer purchase intentions and purchase behaviours by elaborating on
constructs and items from the UTAUT2 model and from previous works related to
technology acceptance and use, incorporating data gleaned from interviews and adjusted
to actual conditions in Indonesia.
The original UTAUT model pinpointed four critical factors related to predicting
behavioural intentions and use of technology by the employee in an organisational
context: performance expectancy, effort expectancy, facilitating conditions and social
influence. This model was then further developed into the UTAUT2 model for predicting
behavioural intentions and use of technology in the consumer context by adding three
additional constructs: hedonic motivation, price value and habit. Therefore, the UTAUT2
model (Figure 1) is considered an appropriate foundational model for analysing purchase
intentions and behaviours in this study. The model proposed in this study (Figure 2)
differs from the UTAUT2 model (Figure 1), with the deletion, combination and
modification of some constructs (detailed in subsequent sections, in which the factors
considered in this study to investigate consumer purchase intentions and purchase
behaviours related to e-commerce in Indonesia are explained).

Figure 1 The unified theory of acceptance and use of technology 2 model

Source: Venkatesh et al. (2012)

2.1.1 Convenience
The convenience of the purchase experience in e-commerce has become the main
motivation for shopping online (Jiang, 2013; Chaparro-Peláez et al., 2016; Shaw and
Sergueeva, 2017; Prayoonphan and Xu, 2019). This construct includes several attributes,
including time saving, reduced purchasing effort, flexibility, ubiquity and choice of
payment method (Chaparro-Peláez et al., 2016). During interviews conducted for the
 The effects of gender and age on factors that influence purchase intentions 479

present study, convenience-related purchase intentions, including indicators such as

comfort level and time required, were also mentioned. The interviewee from an e-
commerce company in Indonesia noted that the convenience of available payment
methods is one of the main motivations for consumers to shop online.
The convenience construct was adapted from the construct of ‘performance
expectancy’ in the UTAUT2 model, with modifications and items that are more suitable
to Indonesia’s condition included based on some similarities in the indicators. In the
UTAUT2 model, performance expectancy is the degree to which using technology will
benefit consumers in performing certain activities, and it has a positive influence on
behavioural intentions moderated by age and gender. This study assumes that
convenience is related to performance expectancy in the e-commerce context based on
interviews with an e-commerce company, consumers and experts, as well as a review of
the literature (Izquierdo-yusta and Schultz, 2011). Thus, in this study, we hypothesised
that convenience is a factor that influences purchase intentions moderated by gender and
age.

2.1.2 Perceived website quality

The quality of a website is an important factor in its power to influence the purchase
intentions of shoppers using an e-commerce website. High-quality, professional websites
drive consumers’ confidence and increase their adoption of e-commerce (Yoon and
Occeña, 2015). The quality of websites for all types of technology services, including e-
commerce, was evaluated by Hasan and Abuelrub (2011) using several indicators:
timeliness (if the content is clearly and regularly up to date), relevance (if the website is
appropriately thorough, wide-ranging and detailed) and interactive features accompanied
by clear instructions. The interviews conducted in the current study identified perceived
website quality as an important factor influencing consumer purchase intentions in e-
commerce.
Perceived website quality was adapted from the construct ‘effort expectancy’ in the
UTAUT2 model. Effort expectancy is the degree of ease/effort associated with the use of
technology, has a positive effect on behavioural intentions (Venkatesh et al., 2012) and
includes indicator items such as easy to use, easy to learn and understandable interactions
with technology. This effect is moderated by age, gender and experience, with a stronger
effect for older females than the other consumer groups (Venkatesh et al., 2012). Based
on the definition, the current study assumes that, in an e-commerce context, effort
expectancy could be related to perceived website quality since similarities exist between
items in perceived website quality and effort expectancies, such as a website being easy
to use and interactions with the website being clear and understandable. Furthermore,
website quality affects the perceived ease of use, as users perceive much lower ease of
use and usefulness if a website displays outdated information, responds slowly to user
demands, or is unreliable (Zhou and Zhang, 2009).
Many prior studies have mentioned perceived website quality as having an influence
on behavioural intentions (Parasuraman et al., 2005; Wixom and Todd, 2005; Collier and
Bienstock, 2009; Yoon and Occeña, 2015). Therefore, we hypothesised that perceived
website quality is a factor that influences purchase intentions and is moderated by gender
and age.
480 F. Alfanur and Y. Kadono

2.1.3 Social influence

In the UTAUT2 model, social influence is defined as the extent to which consumers
perceive they are able to make other people around them (e.g., family and friends)
believe they should use that particular technology, and it has positive effects on
behavioural intentions, being moderated by age, gender and experience (Venkatesh et al.,
2012). Social influence in the present study is not the same as the social influence
construct used in the UTAUT2 model; rather, it is adapted from the social influence
construct defined by Bhattacherjee (2000), Rogers (2003) and Yoon and Occeña (2015).
Previous studies have indicated that social influence has a positive impact on behavioural
intentions (Kim et al., 2009; Dwivedi et al., 2019).
According to Bhattacherjee (2000), social influence can be defined as an
interpersonal or external influence. His study demonstrated that interpersonal influence
emerges from word-of-mouth influence by friends, superiors, colleagues and other prior
adopters, while external influence emanates from expert opinions, reviews and mass
media reports. Moreover, Rogers (2003) proposed a theory that explained that internal
and external sources of social influence that can influence the acceptance of technology
exist. He asserted that social influence might come from internal sources, such as friends
and family, while advertising and marketing are examples of external sources. In
addition, in interviews conducted with representatives of e-commerce companies,
consumers and experts for the current research, recommendations from friends, family
and television advertisements were cited as important factors influencing consumer
purchase intentions in e-commerce. For this study, e-commerce advertising on television
was selected as an indicator of social influence from external sources, and guidance from
friends and family was used as an indicator of social influence from internal sources.
Thus, we hypothesised that social influence is a factor that influences purchase intentions
and is moderated by gender and age.

2.1.4 Facilitating conditions

E-commerce experts in Indonesia have highlighted that Indonesia, as a developing
country consisting of many islands and varying levels of population, infrastructure and
economic development, frequently experiences infrastructure-related problems, such as
issues with internet access and transportation. Boerhanoeddin (2016) also mentioned
indicators that can be categorised as infrastructure – such as internet access fees, which
are relatively expensive in Indonesia. Jennex et al. (2004) explained that infrastructure
problems for e-commerce use faced by developing countries include internet access
issues, limited public access to computers, transportation challenges and inadequate
shipping networks.
In adapting infrastructure factors to existing theories, such as the UTAUT2 model, the
factors considered components of infrastructure in Indonesia are referred to as facilitating
conditions. Venkatesh et al. (2012) defined facilitating conditions as consumers’
perceptions of the resources and support available to perform a behaviour and found that
facilitating conditions have a significant influence on purchase intentions and behaviours
for consumers using e-commerce websites. The effect of facilitating conditions on
behavioural intention is moderated by age and gender. Conversely, the effect on use
behaviour is moderated by age and experience. The concept of facilitating conditions in
 The effects of gender and age on factors that influence purchase intentions 481

the current research is quite different from the facilitating condition construct in the
UTAUT2 model since for this study, it is adapted for the context of e-commerce in
Indonesia. Based on the examination of infrastructure factors and other facilitating
conditions, we hypothesised that facilitating conditions have a significant influence on
purchase intentions and are moderated by gender and age. Besides, the behaviours of
consumers using e-commerce websites are moderated by age.

2.1.5 Hedonic motivation

Hedonic motivation is widely recognised in the literature as one of the factors that
influence purchase intentions (Arnold and Reynolds, 2003; To et al., 2007; Venkatesh
et al., 2012; Hsiao and Chen, 2016). An important driver of a consumer’s act of shopping
online is hedonic motivation (Chaparro-Peláez et al., 2016). This construct consists of
factors such as enjoyment, stress relief and a feeling of adventure, and the effect it has on
e-commerce purchase intentions has been investigated (Arnold and Reynolds, 2003).
Emotional value refers to the pleasure that individuals feel when interacting through
technology (Hsiao and Chen, 2016).
Furthermore, Venkatesh et al. (2012) defined hedonic motivation as the fun or
pleasure derived from using technology and identified a positive relationship between
hedonic motivation and behavioural intentions. We identified hedonic motivation as a
factor that influences consumer purchase intentions on e-commerce websites and
comprises two indicators: adventure and stress relief. Thus, we hypothesised that hedonic
motivation is a factor that influences purchase intentions and is moderated by gender and
age.

2.1.6 Economic reasons

Chaparro-Peláez et al. (2016) found that economic factors are what motivate consumers
to choose e-commerce websites when shopping online. The reasons that consumers
choose e-commerce include, among others, the ability to make purchases at lower costs
than in offline stores and the facility offered by e-commerce websites to easily compare
prices from different sellers (Chaparro-Peláez et al., 2016). In addition, during interviews
for this research, several consumers in Indonesia noted that they choose to shop online,
using e-commerce marketplace websites, due to the many sales promotions/discounts
offered.
This construct was adapted from ‘price value’ in the UTAUT2 model and from other
related studies (Chaparro-Peláez et al., 2016; Hidayanto et al., 2017), with modifications
tailored to the e-commerce context in Indonesia. The concept of this construct is quite
different from the price value construct in the UTAUT2 model, which defines price value
as cognitive reasoning by consumers about the trade-off between the benefits of the e-
commerce application and the financial cost for using them. The effect on behavioural
intention is moderated by age and gender (Venkatesh et al., 2012). Therefore, in this
study, economic reasons are predicted to influence the e-commerce purchase intentions of
consumers using e-commerce websites in Indonesia and are moderated by gender and
age.
482 F. Alfanur and Y. Kadono

2.1.7 Security
Security is a factor that influences consumer use of e-commerce websites (Azam et al.,
2012). Azam et al.’s (2012) study defined security as ‘consumer perceptions of the
security of online transactions’, as well as the ‘protection of financial information from
unauthorised access’ (p. 372). Security is also defined as computer security and financial
information protection, and it is one of the antecedent influences of trust in online
retailing (Escobar-Rodríguez and Bonsón-Fernández, 2016). This construct has also been
included as an indicator for website quality (Hasan and Abuelrub, 2011).
The selection of this construct was also supported by the results of interviews with e-
commerce companies, consumers and experts who mentioned payment systems that
guaranteed the safety and privacy of personal data as important factors influencing
purchase intentions. Security in the current research is defined as consumers’ perceptions
of whether e-commerce companies appropriately maintain online transactions involving
financial and personal information. Various papers on security procedures contain
information about the security procedures provided on websites, consumer security and
personal information. In addition, females have higher insecurity and think more
seriously about risk than males (Ling and Yazdanifard, 2014) which shows that the effect
of security on intention is moderated by gender. Conversely, the influence of perceived
security to use intention is moderated by age and income (Shin, 2009). This study sought
to determine the influence of security on consumer purchase intentions using e-commerce
websites based on gender and age. Therefore, hypothesised that security positively
influences consumer purchase behaviours on e-commerce websites and is moderated by
gender and age.

2.1.8 Variety
Based on interviews with e-commerce companies and consumers in Indonesia and on
findings from Alba et al. (1997) and Chaparro-Peláez et al. (2016) variety was added to
this study as an important factor influencing consumer purchase experiences in using e-
commerce websites. Alba et al. (1997) and Chaparro-Peláez et al. (2016) explained that
consumers could benefit from using e-commerce websites because the internet offers
them access to a wide variety of products, brands and stores. Therefore, we hypothesised
that variety positively influences consumer purchase intentions and behaviours on
e-commerce websites.

2.1.9 Delivery
Another factor added in this study is the delivery of goods, based on Chaparro-Peláez
et al. (2016). Interviews conducted in the current study also included observations that
delivery is an important issue for consumers in Indonesia as an archipelagic country
where the delivery of goods and transportation is more complicated than in
nonarchipelagic countries. The insight from interviews is in line with the Indonesian
E-commerce Road Map 2017 (Sekretariat Kabinet RI-Deputi Bidang Perekonomian,
2017) – which mentioned that delivery is one of the major issues facing the e-commerce
industry and one of the main drawbacks of e-commerce, especially in the context of
 The effects of gender and age on factors that influence purchase intentions 483

developing countries such as Indonesia. In addition, Fu et al. (2007) explained that the
shipping of goods is an important factor considered by consumers when deciding to shop
online using an e-commerce website. Thus, the current research investigated the
influence of the delivery factor on purchase intentions and behaviours.

2.1.10 Excluding the habit construct

Based on insights gained from interviews with experts, consumers and e-commerce
companies, the habit construct was not included in the model of the current study. The
results of interviews imply that Indonesian people are more triggered by the necessities or
needs to shop online rather than habits.
In addition, the literature and e-commerce studies specifically conducted for cases in
Indonesia do not mention the habit construct (Handayani and Arifin, 2017; Hidayanto
et al., 2017; Annisa et al., 2018; Kustiwi and Isnalita, 2018; Sfenrianto et al., 2018).
Therefore, for the current model, this study excludes the habit construct, as it is not
relevant to the case of e-commerce in Indonesia.

2.1.11 Purchase intentions

Online purchase intentions are antecedents of online purchase behaviours (Hwang, 2010;
Azam et al., 2012; Escobar-Rodríguez and Bonsón-Fernández, 2016). For the current
study, modifications were made to the construct of behavioural intentions in the
UTAUT2 model (Venkatesh et al., 2012), which has significant and positive influences
on user behaviours, and the construct was defined as purchase intentions. In the study,
gender and age are not moderated by the effect of behavioural intention to use.
Furthermore, this study adapted the concept of purchase intentions by Ferdinand
(2002), who described this concept as the intention to use products/services, recommend
them to others and seek information about products/services; Ferdinand’s (2002) concept
was tailored to fit the e-commerce context in Indonesia. This construct is estimated to be
a factor that significantly influences purchase behaviours. Therefore, another hypothesis
in the current study is that the purchase intentions have a positive influence on purchase
behaviours when shopping online.

2.1.12 Purchase behaviours

Objective and subjective measures are the two most common ways to gauge behaviour
(Straub et al., 1995). In general, objective measures involve the use of a system’s data,
while subjective measures are more often collected from self-reported values about the
intensity or frequency of use of a system (Turner et al., 2010). The present study relied on
subjective measures of system use (in line with the UTAUT2 model; Venkatesh et al.,
2012), such as the average monthly amount consumers spend on shopping online and
their frequency of use of e-commerce websites. In addition, the intentions of consumers
are indicators of the extent to which they are willing to carry out a specific behaviour
(Pena-Garcia et al., 2020), which is translated as online purchase behaviour in this study.
484 F. Alfanur and Y. Kadono

2.2 The effects of gender and age on e-commerce use

Hwang (2010) noted that sociolinguists claim that males and females have different
communication patterns and that they communicate based on different social goals. Still,
research has shown that it is important to investigate the effects of gender moderation on
the use of e-commerce systems. In general, males prefer using information technology
(IT) more than females (Goswami and Dutta, 2016). Moreover, there is significant
evidence that males and females have different views about web-based shopping (Hwang,
2010).
In addition to gender, Hwang (2010) and Yoon and Occeña (2015) illustrated that age
must be considered as a significant factor influencing consumers’ use of e-commerce
websites for online shopping. Indeed, young and old people may display different
behaviours pertaining to internet use. Many parents have purchased goods and services
using e-commerce websites because of their ease of use (Yoon and Occeña, 2015).
McCloskey (2006), in his study, demonstrated that age influences the initial decision of
whether to buy goods or services using an e-commerce website. Previous studies have
also found that gender influences consumers’ intentions to use e-commerce websites for
online shopping (Hwang, 2010; Yoon and Occeña, 2015; Adaji et al., 2018).
Based on these findings on the influence of gender and age from previous studies,
combined with our hypotheses on the factors influencing purchase intentions and
purchase behaviours when consumers shop using e-commerce websites, the following
items served as the final versions of the hypotheses for this study:
H1 Gender and age moderate the relation between convenience and purchase
intentions to use e-commerce websites.
H2 Gender and age moderate the relation between perceived website quality and
purchase intentions to use e-commerce websites.
H3 Gender and age moderate the relation between social influence and purchase
intentions to use e-commerce websites.
H4 Gender and age moderate the relation between facilitating conditions and purchase
intentions to use e-commerce websites.
H5 Gender and age moderate the relation between facilitating conditions and
consumers’ purchase behaviours when they use e-commerce websites.
H6 Gender and age moderate the relation between hedonic motivation and purchase
intentions to use e-commerce websites.
H7 Gender and age moderate the relation between economic reasons and purchase
intentions to use e-commerce websites.
H8 Gender and age moderate the relation between security and purchase intentions to
use e-commerce websites.
H9 Gender and age moderate the relation between variety and consumers’ purchase
intentions when they use e-commerce websites.
 The effects of gender and age on factors that influence purchase intentions 485

H10 Gender and age moderate the relation between variety and consumers’ purchase
behaviours when they use e-commerce websites.
H11 Gender and age moderate the relation between goods delivery and consumers’
purchase intentions when they use e-commerce websites.
H12 Gender and age moderate the relation between goods delivery and consumers’
purchase behaviours when they use e-commerce websites.
H13 Gender and age moderate the relation between e-commerce purchase intentions
and consumers’ purchase behaviours for consumers using e-commerce websites.
Based on the systematic review outlined, Figure 2 shows the proposed model of the
factors that influence consumer purchase intentions and purchase behaviours when using
e-commerce websites in Indonesia, with gender and age as moderator variables.
Table 1 Demographic profile of respondents

Gender Male 200 (50%)

Female 200 (50%)
Age 20–29 years old (20s) 177 (44.3%)
30–39 years old (30s) 165 (41.2%)
40 or older (40s) 58 (14.5%)
Marital status Single 167 (41.8%)
Married 228 (57.0%)
Other 5 (1.2%)
Preferred payment method ATM transfer 265 (28.0%)
Cash on delivery 147 (15.6%)
Mobile banking 145 (15.3%)
Internet banking 170 (18.0%)
Credit card 84 (8.9%)
Via convenience stores 128 (13.5%)
Other 6 (0.6%)
Frequency of using e-commerce Never 12 (1.8%)
websites Once/month 114 (28.5%)
Twice/month 95 (23.8%)
3–4 times/month 115 (28.8%)
2–6 times/week 38 (9.5%)
Every day 19 (4.8%)
Several times/day 7 (1.8%)
486 F. Alfanur and Y. Kadono

Figure 2 Proposed research model

Descriptive analysis that includes mean and standard deviation for each indicator are
described in Table 2.
Table 2 Mean and standard deviation for each factor

Less than 30 years 30 years old and

Male Female
old above
Standard Standard Standard Standard
Mean Mean Mean Mean
deviation deviation deviation deviation
SE 3,875 0.745 3,758 0.740 3,786 0.803 3,841 0.511
PW 3,902 0.755 3,794 0.716 3,793 0.842 3,892 0.640
SI 3,322 0.769 3,158 0.732 3,174 0.797 3,292 0.717
CON 3,846 0.737 3,878 0.727 3,886 0.746 3,842 0.501
ECO 3,692 0.658 3,651 0.760 3,645 0.745 3,692 0.683
HM 3,508 0.815 3,492 0.732 3,507 0.806 3,493 0.747
VAR 3,970 0.750 3,946 0.745 3,917 0.805 3,991 0.697
FC 3,737 0.766 3,744 0.760 3,785 0.779 3,705 0.749
DEL 3,734 0.731 3,681 0.711 3,652 0.786 3,752 0.662
INT 3,775 0.751 3,707 0.706 3,719 0.755 3,758 0.708
PB 2,692 0.758 2,704 0.724 2,624 0.765 2,756 0.717
Notes: Abbreviations: SE, security; PW, perceived website quality; SI, social influence;
CON, convenience; ECO, economic reason; HM, hedonic motivation; VAR,
variety; FC, facilitating condition; DEL, delivery; INT, purchase intention; PB,
purchase behaviour.
 The effects of gender and age on factors that influence purchase intentions 487

Table 3 Factor loadings for each construct

Factor loadings
Constructs
Male Female Under 30 Over 30
Convenience (CON)
CON1 0.577 0.624 0.506 0.694
CON2 0.597 0.756 0.604 0.715
CON3 0.618 0.565 0.687 0.522
Perceived website quality (PW)
PW1 0.655 0.689 0.675 0.611
PW2 0.607 0.503 0.576 0.526
PW3 0.649 0.579 0.58 0.644
Social influence (SI)
SI1 0.569 0.56 0.595 0.523
SI2 0.609 0.615 0.504 0.726
SI3 0.728 0.762 0.719 0.755
Facilitating condition (FC)
FC1 0.578 0.693 0.567 0.620
FC2 0.475 0.714 0.48 0.665
Hedonic motivation (HM)
HM1 0.44 0.486 0.45 0.480
HM2 0.857 0.759 0.75 0.860
Economic reasons (ECO)
ECO1 0.58 0.777 0.698 0.714
ECO2 0.419 0.502 0.38 0.485
ECO3 0.474 0.663 0.569 0.633
Security (SE)
SE1 0.564 0.748 0.694 0.650
SE2 0.493 0.618 0.482 0.650
SE3 0.473 0.762 0.658 0.639
Variety (VAR)
VAR1 0.613 0.647 0.602 0.640
VAR2 0.58 0.67 0.61 0.646
VAR3 0.732 0.701 0.677 0.718
Delivery (DEL)
DEL1 0.646 0.533 0.644 0.551
DEL2 0.553 0.509 0.522 0.582
DEL3 0.625 0.675 0.558 0.648
Purchase intention (INT)
INT1 0.568 0.578 0.486 0.667
INT2 0.56 0.492 0.538 0.550
INT3 0.564 0.49 0.558 0.525
 488

Table 4

Cronbach’s alpha (CA) Composite reliability (CR) Average variance extracted (AVE)
Constructs
Male Female Under 30 Over 30 Male Female Under 30 Over 30 Male Female Under 30 Over 30
CON 0.894 0.896 0.9 0.891 0.840 0.867 0.834 0.871 0.637 0.686 0.627 0.692
PW 0.891 0.893 0.893 0.891 0.854 0.853 0.865 0.841 0.660 0.659 0.681 0.639
F. Alfanur and Y. Kadono

SI 0.901 0.907 0.907 0.902 0.838 0.851 0.839 0.851 0.634 0.656 0.635 0.656
FC 0.897 0.901 0.905 0.893 0.804 0.871 0.824 0.845 0.673 0.771 0.701 0.731
HM 0.898 0.903 0.904 0.897 0.804 0.818 0.793 0.828 0.676 0.694 0.659 0.709
ECO 0.895 0.894 0.897 0.892 0.774 0.862 0.814 0.830 0.534 0.677 0.595 0.620
SE 0.891 0.898 0.898 0.891 0.818 0.888 0.840 0.867 0.600 0.726 0.637 0.685
VAR 0.896 0.899 0.902 0.892 0.860 0.867 0.859 0.865 0.673 0.688 0.673 0.682
DEL 0.892 0.895 0.895 0.892 0.827 0.818 0.840 0.793 0.616 0.608 0.637 0.570
INT 0.887 0.895 0.895 0.886 0.857 0.831 0.831 0.857 0.667 0.621 0.621 0.667
PB 0.923 0.923 0.925 0.921 0.769 0.771 0.758 0.792 0.640 0.629 0.625 0.625
Notes: Abbreviations: SE, security; PW, perceived website quality; SI, social influence; CON, convenience; ECO, economic reason; HM, hedonic
motivation; VAR, variety; FC, facilitating condition; DEL, delivery; INT, purchase intention; PB, purchase behaviour.
Cronbach’s alpha scores, composite reliabilities and average variances extracted
 The effects of gender and age on factors that influence purchase intentions 489

3 Research method

3.1 Measurement
Our measurement model and questionnaire survey were initially developed based on a
review of the literature and interviews with four e-commerce consumers, two e-
commerce companies and two experts based on the integration of problem analysis
methodologies, social surveys and statistical analysis (Kadono, 2015). During the
interviews, respondents were asked about their motivations to shop online using
e-commerce websites, and an in-depth discussion of each of the factors mentioned was
held. Academics in the field of e-commerce were asked about the suitability of the
indicator items in the questionnaire, as a part of content validation. After making some
minor modifications, the survey was distributed online, using quota sampling based on
the consumer’s island of residence in November–December 2017, to Indonesian
e-commerce consumers who engaged in online shopping from at least 1 of 12
e-commerce companies.
Based on data from a survey from the Association of Internet Service Operators
Indonesia (APJII, 2017) regarding the percentage of internet use by region in Indonesia,
proportional cluster sampling (based on internet user proportion in Indonesia) was used
as follows: 15% from Sumatra, 7.5% from Kalimantan, 7.5% from Sulawesi and 70%
from Java. A total of 430 responses were collected. Returned surveys were checked, and
those that were incomplete or failed the attention filters built into the questionnaire were
discarded. After removing incomplete responses, a total of 400 responses were used to
test the proposed model and analysed with structural equation modelling (SEM).
As presented in Appendix A, the survey design comprised two parts. The first section
solicited information on demographic characteristics (gender, age, marital status,
payment method preferences, the island of residence, the frequency of using e-commerce
websites and the spending amount per month) and included a nominal scale. The second
component consisted of 28 questionnaire items used to measure the convenience
(Venkatesh et al., 2012; Chaparro-Peláez et al., 2016) perceived website quality and
social influence (Hwang, 2010; Hasan and Abuelrub, 2011; Venkatesh et al., 2012; Yoon
and Occeña, 2015), facilitating conditions (Datta, 2011; Venkatesh et al., 2012; Chiu
et al., 2014), hedonic motivation (Datta, 2011; Venkatesh et al., 2012; Chiu et al., 2014),
economic reasons (Venkatesh et al., 2012; Chaparro-Peláez et al., 2016), security (Park
and Kim, 2003; Azam et al., 2012; Escobar-Rodríguez and Bonsón-Fernández, 2016),
variety (Chaparro-Peláez et al., 2016) and delivery of goods (Fu et al., 2007) constructs,
as well as purchase intentions (Ferdinand, 2002). Responses were provided using a five-
point Likert scale with the following options: 1 (strongly disagree), 2 (disagree), 3
(neutral), 4 (agree) and 5 (strongly agree; Zikmund et al., 2012).

3.2 Demographic profile

The age of the respondents ranged from 20 to more than 40 years old. The demographic
profile of the respondents is summarised in Table 1. The numbers of respondents
indicating their marital status as single, married and other were 167 (41.75%), 228 (57%)
and 5 (1.25%), respectively. The preferred payment method for e-commerce transactions
selected most often by respondents was ATM transfer (28%), followed by internet
banking (18%), cash payment (15.6%), mobile banking (15.3%), convenience stores
490 F. Alfanur and Y. Kadono

(13.5%), credit card (8.9%) and other (0.6%). Responses on the frequency with which the
respondents used e-commerce websites to shop online were as follows: three to four
times/month (28.8%), once/month (28.5%), twice/month (23.8%), two to six times/week
(9.5%), every day (4.8%), never (1.8%) and several times/day (1.8%). Most of the
respondents lived in Java (70%), while others lived in Sumatra (15%), Kalimantan
(7.5%) and Sulawesi (7.5%). Descriptive analysis that includes mean and standard
deviation for each indicator are described in Table 2.

3.3 Data analysis

The data analysis method chosen was SEM, using Amos 25.0 software. After assessing
the measurement model that examines the reliability and validity of the constructs, the
model’s overall goodness of fit was assessed against common model fit measures, and
p-values were observed from the structural model. The moderating effect of age and
gender was analysed through MGA under SEM to examine whether there was any
significant difference between the coefficients for gender (males and females) and age
(less than 30 years old and 30 years old and above). SEM is considered appropriate to
conduct an MGA between the two genders and the age groups.
The data were divided into subgroups according to the differences in gender and age:
males, females, under 30 years old, and 30 years old and above. The respondents were
divided into four subgroups based on the gender and age group to which they belong. The
first group comprised of the data collected from male respondents. The second group
comprised of the data collected from female respondents. The third group included
responses from respondents belonging to the age group of less than 30 years old. The
fourth group included responses from respondents belonging to the age group 30 years
old and above.

4 Results

4.1 Validity and reliability analysis

The factor loadings for each construct for male consumers, female consumers, consumers
under 30 years old (younger consumers) and consumers who were 30 years old and above
(older consumers) are presented in Table 3. As many as 112 indicators with loading
factors of more than 0.5 were valid and used in the analysis (Table 3). The other 14
indicators with loading factors of less than 0.5 (Table 3) were still used in the study to
give each construct two indicators at minimum, as required for SEM analysis. The
reliability of the data was measured using Cronbach’s alpha (CA), composite reliability
(CR) and average variance extracted (AVE) values, with limits above 0.7 for CA and CR
and limits above 0.5 for AVE. The limit standards were met by CA, CR and AVE values
for each category (Table 4).
The Fornell–Larcker criterion was used to establish the discriminant validity. As
shown in Table 5, the square root of each construct’s AVE was greater than its highest
correlation with any other construct. This shows that in this study, a latent variable
already explains the variance of its own indicators, which are better than the variance of
other latent variables (Hair et al., 2017). Thus, based on the tests of both validity and
reliability, the measurement model has been successfully validated.
 Table 5

Square root of average variance extracted (AVE) values and correlation

Variables
AVE CON PW SI FC HM ECO SE VAR DEL INT
CON 0.66 0.813
PW 0.661 0.603 0.813
SI 0.647 0.264 0.471 0.804
FC 0.718 0.63 0.544 0.283 0.847
HM 0.684 0.422 0.564 0.598 0.448 0.827
ECO 0.607 0.644 0.606 0.421 0.582 0.479 0.779
SE 0.659 0.542 0.612 0.528 0.506 0.57 0.529 0.812
VAR 0.683 0.724 0.642 0.253 0.629 0.376 0.606 0.474 0.826
DEL 0.62 0.583 0.71 0.537 0.472 0.574 0.581 0.67 0.58 0.787
INT 0.644 0.676 0.671 0.507 0.61 0.566 0.654 0.684 0.604 0.615 0.803
Notes: Abbreviations: SE, security; PW, perceived website quality; SI, social influence; CON, convenience; ECO, economic reason; HM, hedonic
motivation; VAR, variety; FC, facilitating condition; DEL, delivery; INT, purchase intention; PB, purchase behaviour.
Correlation matrix and average variances extraction for each construct
The effects of gender and age on factors that influence purchase intentions 491
492 F. Alfanur and Y. Kadono

Table 6 Measurement model fit

Chi Square (χ2) 2,998.831

2
Chi Square divided by degrees of freedom (χ / df) 2,365
Root mean square error of approximation (RMSEA) 0.041
Confirmatory fit index (CFI) 0.843
Goodness of fit index (GFI) 0.805

4.2 Hypotheses testing

SEM was used to analyse the data, using Amos 25.0 software. Covariance-based SEM
was used in the construction of the model that represented the relationships between the
11 variables, as measured using several indicators. The suitability statistics were all
shown to be good fits. Several measurements of the model fit are summarised in Table 6.
As shown in Table 6, all measurements – chi-square, the root mean square error of
approximation, the goodness-of-fit index and the comparative fit index – met the
recommended values. Liao et al. (2006) showed that the recommended model fit value
for the goodness-of-fit index must exceed 0.8. Thus, it can be concluded that in this
study, the index (0.805) was marginally acceptable because there is reasonable overall
suitability between the model and the observed data. The chi-square statistics from the
results were also found to be significant.
Specifically, this research was designed to determine whether consumer purchase
intentions and purchase behaviours depend on gender and age as moderator variables.
The results of the hypotheses concerning factors that influence consumer purchase
intentions and behaviours for males, females, consumers under 30 years old and
consumers who are 30 years old and above are shown in Table 7.
Based on the results of the data analyses, as depicted in Table 7, males were more
influenced by perceived website quality and convenience, and females were more
influenced by convenience, economic reasons, social influence and security. Conversely,
consumers under the age of 30 were more influenced by convenience and perceived
website quality, while consumers who were 30 years old and above were more influenced
by facilitating conditions, economic reasons, security and social influence. Therefore, we
found that most of the factors proposed in this model significantly influenced the
purchase intentions of shopping online using e-commerce websites for females as
opposed to males. H3, H7 and H8 were supported; it can be concluded that the
associations of social influence, economic reasons, and security with purchase intention
were moderated by gender and age, respectively. Besides, H1, H2 and H4 were partially
supported, which means that the relation between convenience and purchase intention
was moderated by age only. Furthermore, the relations between perceived website quality
and purchase intention was moderated by gender and age. Conversely, the relation
between facilitating conditions and purchase intention was moderated by age only.
 Gender Relationship Expected sign Coefficient Sig. (p-value)
Male CON → INT + 0.392 0.093+ Table 7
PWQ → INT + 0.334 0.029*
SI → INT + –0.051 0.774
FC → INT + 0.231 0.43
HM → INT + 0.171 0.448
ECO → INT + 0.281 0.349
SE → INT + 0.238 0.305
FC → PB + –0.158 0.077
VAR → PB + –0.053 0.474
DEL → PB + –0.114 0.075
INT → PB + 0.288 ***

Female CON → INT + 0.331 0.037*

PWQ → INT + 0.097 0.263
SI → INT + 0.232 0.058+
FC → INT + –0.164 0.142
HM → INT + –0.026 0.9
ECO → INT + 0.356 0.01*
SE → INT + 0.391 0.001**
Results of the structural model with gender and age factors

FC → PB + –0.164 0.369
VAR → PB + –0.333 0.051
DEL → PB + –0.249 0.261
INT → PB + 0.702 0.014*
CON → INT + 0.944 0.003**
Notes: Estimated p-value: ***0.1% significance, **1% significance, *5% significance, +10% significance. Hypotheses: H2, H3, H7 and H8 are
supported, while H1 and H4 are partially supported. Abbreviations: SE, security; PW, perceived website quality; SI, social influence;
CON, convenience; ECO, economic reason; HM, hedonic motivation; VAR, variety; FC, facilitating condition; DEL, delivery; INT, purchase
intention; PB, purchase behaviour.
The effects of gender and age on factors that influence purchase intentions 493
 494

Gender Relationship Expected sign Coefficient Sig. (p-value) Table 7

Under 30 years old PWQ → INT + 0.293 0.049*
SI → INT + 0.208 0.333
FC → INT + –0.446 0.108
HM → INT + 0.349 0.101
ECO → INT + 0.015 0.963
SE → INT + 0.285 0.216
FC → PB + –0.129 0.353
VAR → PB + –0.167 0.303
F. Alfanur and Y. Kadono

DEL → PB + –0.09 0.531

INT → PB + 0.435 0.006**
CON → INT + –0.075 0.78
30 years old and above PWQ → INT + –0.033 0.758
SI → INT + 0.25 0.05+
FC → INT + 0.785 0.005**
HM → INT + 0.119 0.445
ECO → INT + 0.33 0.066+
SE → INT + 0.261 0.051+
FC → PB + –0.304 0.229
VAR → PB + 0.064 0.692
DEL → PB + –0.284 0.14
INT → PB + 0.456 0.052+
Results of the structural model with gender and age factors (continued)

Notes: Estimated p-value: ***0.1% significance, **1% significance, *5% significance, +10% significance. Hypotheses: H2, H3, H7 and H8 are
supported, while H1 and H4 are partially supported. Abbreviations: SE, security; PW, perceived website quality; SI, social influence;
CON, convenience; ECO, economic reason; HM, hedonic motivation; VAR, variety; FC, facilitating condition; DEL, delivery; INT, purchase
intention; PB, purchase behaviour.
 The effects of gender and age on factors that influence purchase intentions 495

5 Discussion

This study investigated a structural model of consumer purchase intentions and purchase
behaviours for using e-commerce websites, considering gender and age, in the context of
Indonesia. This model differs from those of previous studies by focusing on both gender
and age as moderators in Indonesia as a developing country with unique characteristics
and conditions. The model analyses how gender (male and female) and age (under 30
years old and 30 years old and above) influence purchase intentions and purchase
behaviours on e-commerce websites.
The results of the analysis indicate that four factors (convenience, social influence,
economic reasons and security) influence purchase intentions through e-commerce for
female consumers, while only two factors (perceived website quality and convenience)
influence purchase intentions for male consumers. This means that females are affected
by a greater range of influences than males when using e-commerce websites. This is in
line with the following findings in prior studies: Hasyyati (2017) demonstrated that
females tend to be affected by more factors than males. Moreover, female consumers are
more likely to shop online than male consumers (Goldsmith and Flynn, 2004).
The findings further indicate that convenience significantly affects purchase
intentions in the e-commerce environment and, in this study, influences males, females
and consumers under 30 years old. Therefore, the relation between convenience and
purchase intention was moderated by age only (H1). The indicators of this factor were
multiple payment options, flexibility and ubiquity, while the low effort needed to shop
was found to be a factor that influences the purchase intentions of consumers under 30
years old. Younger consumers tend to shop more effectively, which can be done anytime
and anywhere.
Concerning perceived website quality, indicators such as information on e-commerce
marketplace websites that is clear and easy to understand, comprehensive and up to date
presented a significant influence on purchase intentions for males and consumers under
30 years old. Therefore, the relation between perceived website quality and purchase
intention was moderated by gender and age (H2). Yoon and Occeña (2015) revealed that
perceived website quality influences trust in e-commerce for consumers in their 20s.
Furthermore, Ling and Yazdanifard (2014) found that males are more satisfied and visual
in their perception of website design than females. The reason is that males are more
accustomed to using technology than females (Cai et al., 2017).
Social influence, with indicators such as the influence of friends, family and e-
commerce advertising on television, was found to have a significant influence on
purchase intentions for females and older consumers. Therefore, the relation between
social influence and purchase intention was moderated by gender and age (H3). These
results support previous research findings from Ling and Yazdanifard (2014), who
explained that females are more affected by other consumers’ reviews on e-commerce
websites. In addition, social influence significantly impacts purchase intentions for
consumers who were 30 years old and above. These results are consistent with those of
Yoon and Occeña (2015), who asserted that consumers over 40 are concerned about other
people’s opinions, such as recommendations from friends, people in their online
community and online acquaintances.
Facilitating conditions, which included indicators such as the availability of IT
equipment and internet connection reliability, were found to have a significant influence
on intentions and were moderated by age, affecting purchase intentions for consumers
496 F. Alfanur and Y. Kadono

who were 30 years old and above (H4). These results support Venkatesh et al.’s (2012)
study, which outlined that older consumers find it more difficult to learn new
technologies than younger consumers. Therefore, older consumers pay more attention to
internet connection reliability and the availability of adequate IT equipment.
Hedonic motivation did not have a significant influence on the e-commerce purchase
intentions of male or female consumers under 30 years old in this study or on those of
consumers who were 30 years old and above. Therefore, the relation between hedonic
motivation and purchase intention was not moderated by gender and age (H6). This
shows that Indonesian consumers do not choose the e-commerce websites they use to
shop online for reasons such as relieving stress or feeling a sense of adventure when
using e-commerce technology. However, they do choose e-commerce based on their
existing needs and conditions. This is in contrast to findings reported by Venkatesh et al.
(2012), who noted that in the context of consumer use of IT in general, utilitarian benefits
and hedonic benefits are important drivers of technology use. This disparity may be
caused by differences in the country conditions and the type of technology used in the
study. However, for consumers from Java, the Indonesian island with the largest
population, specifically, hedonic motivation significantly influences consumer purchase
intentions (Alfanur and Kadono, 2019).
This study produced evidence that economic reasons significantly influence purchase
intentions for both females and consumers who were 30 years old and above. Therefore,
the relation between economic reasons and purchase intention was moderated by gender
and age (H7). This means both females and consumers who were 30 years old and above
choose e-commerce websites to shop online due to the lower costs of the
products/services compared to costs in offline stores. In addition, consumers are attracted
by discounts on many products/services and the convenience of comparing
product/service prices from a variety of sellers. These results are supported by Venkatesh
et al. (2012), who reported that females tend to be more concerned than males about the
costs of products/services, while males are more willing to spend their money to buy
products or services than females. For example, older consumers, especially females, are
more sensitive to prices than males due to their familial role in managing expenditures
(Venkatesh et al., 2012).
This study’s results indicate that security significantly influences purchase intentions
for females and consumers who were 30 years old and above. Therefore, the relation
between security and purchase intention was moderated by gender and age (H8). It can be
concluded that these consumers are concerned about the protection of both their personal
and payment information, in addition to the e-commerce security procedures provided on
the website. This result is in line with the research of Ling and Yazdanifard (2014) – who
explained that females are more concerned about security than males, as they usually
prefer to buy products or services they have experienced before. In addition, consumers
who were 30 years old and above pay more attention to security than consumers under 30
years old.
The other factors considered in the model used in this study were variety and goods
delivery, which seemed not to significantly influence purchase intentions and behaviours
on e-commerce websites. Variety was not found to influence purchase intentions and
behaviours by gender or age (H9 and H10), which could suggest that product variation
does not influence consumer motivation to purchase through e-commerce websites.
Delivery also did not influence purchase intentions and behaviours by gender and age
 The effects of gender and age on factors that influence purchase intentions 497

(H11 and H12), which could mean that delivery has not been a problem for consumers
using e-commerce websites in Indonesia.
Through the study of consumer behaviours in Indonesia, some new learnings have
resulted. The development of e-commerce in Indonesia has changed consumer
behaviours; consumers today have become more experienced with the internet than
consumers in previous years (Dewi et al., 2019).
Based on the geographical condition of Indonesia, e-commerce is and will be
necessary for reaching customers in the country since social inequalities and internet
literacy is prevalent in the society (APJII, 2020). Therefore, if using e-commerce is easy,
consumers would make a purchase using e-commerce websites. An e-commerce business
should consider consumer efforts by facilitating the use of IT devices for e-commerce
and improving internet connection speed at any time (Dewi et al., 2019) since there are
still around 70 million Indonesians who have not been reached by the internet (APJII,
2020). Thus, equitable distribution of internet access is needed.
Another new learning from this study on consumer behaviours in Indonesia is that
female and older consumers (who were 30 years old and above) are affected by a greater
range of influences than the other groups when using e-commerce websites. Female and
older consumers tend to ascribe a high level of importance to the security of online
transactions. This tendency implies they are likely not to make online purchases because
of fear of fraud. They also plan to make a purchase using e-commerce websites based on
reviews, suggestions and recommendations from relatives that may easily affect their
decision to shop online (Dewi et al., 2019). Hence, social influence is one of the most
critical considerations to purchase online, especially for female and older consumers.
Economic reasons constitute one of the most significant considerations for consumers
to purchase online, especially for female and older consumers. However, only a few
previous studies mention this factor, specifically in the context of Indonesia. They
consider price, cost and discount as important. The trend in Indonesia shows that e-
commerce transactions are high in certain months or during festivals – such as the month
of Ramadan, Eid al-Fitr, Independence Day, Christmas, and New Year, where there are
special discounts from e-commerce companies.
Bank transfer payment methods are still popular in Indonesia, as shown in Table 1.
Compared to neighbouring countries where the average payment is made using a credit
card (Malaysia and Singapore), Indonesian consumers are still comfortable using
conventional methods when shopping online. Even though the payment methods offered
by e-commerce are quite diverse, bank transfer methods still dominate the transactions.
The cash on delivery method is also still popular. Indonesian consumers tend to use
conventional payment options because there are still many adults who do not have bank
accounts (around 150 million people). Credit card penetration in Indonesia is also still the
lowest compared to other countries in Southeast Asia (Herlinda, 2018). As surveyed in
this study, only 8.9% of the respondents chose the credit card payment option.

6 Contributions

This section discusses the contributions of this study, both theoretical and practical, in
relation to e-commerce purchase intentions and behaviours in Indonesia.
498 F. Alfanur and Y. Kadono

6.1 Theoretical contributions

Although there have been many studies about the purchase intentions and behaviours of
e-commerce consumers, few studies have shown the role of convenience, perceived
website quality, security and economic reasons and their effects on purchase intention.
Therefore, this study provides theoretical contributions for the e-commerce research field
from the perspective of Indonesian consumers. This study examines the factors affecting
consumer purchase intention and behaviour towards e-commerce by analysing the effects
of gender and age – thus enhancing Alfanur and Kadono’s (2021) study, where the
gender and age aspects were not discussed. The present study confirmed the associations
of perceived website quality, social influence, economic reasons and security with
purchase intention are moderated by gender and age, as reported in previous studies
(Shin, 2009; Venkatesh et al., 2012; Ling and Yazdanifard, 2014).
Our findings show that the relationship between facilitating conditions and purchase
intention is moderated by age. Furthermore, the effect of convenience on purchase
intention is moderated by age – specifically considering consumers under 30 years old.
This has not been extensively discussed in the literature. This finding indicates that
younger consumers prefer to shop online, where they can shop effectively anytime and
anywhere.

6.2 Practical contributions

This study provides a deeper understanding of the factors affecting the purchase
intentions and behaviours of Indonesian e-commerce consumers, categorised according to
gender and age. Implications of the study findings are relevant to e-commerce companies
from practical and managerial viewpoints. Particularly, a deep understanding of purchase
intentions and purchase behaviours can be very useful to determine strategies for
increasing the number of online purchasers from a specific age or gender group. For
example, our findings confirm the importance of convenience, website quality, security
and economic reasons for all age and gender groups.
Convenience is one of the most important factors influencing e-commerce purchase
intentions for males, females and the younger generation. Consumers are likely to shop
online due to flexibility, ubiquity and comfort or convenience, as well as due to a variety
of payment options provided by e-commerce websites. Therefore, it is important for e-
commerce companies to ensure that consumers can complete their purchases with little
effort, provide easy access for consumers from different locations at different times and
make various payment options available.
The quality of e-commerce websites influences the purchase intentions of males and
the younger generation. Therefore, it is important for website managers to update
information on their organisations’ websites regularly and ensure that the websites
provide clear, understandable, comprehensive and complete information for consumers.
Doing so will attract more people to shop online.
Moreover, the security factor, which influences purchase intentions for females and
older generations, should be carefully considered to gain the trust of all consumers. Based
on interviews with e-commerce companies in this study, the e-commerce marketplace
establishment was due to security awareness raised by previous cases of fraud targeting
consumers shopping via the internet. Therefore, it is critical that e-commerce businesses
provide security for consumers related to the protection of their personal and payment
 The effects of gender and age on factors that influence purchase intentions 499

information. Based on a study from Sari and Prasetio (2018), an e-commerce business
can use the digital certificate on e-commerce websites as insurance of website integrity
from a third party, the Certification Authority.
The economic reason should also be considered by e-commerce companies,
especially when targeting females and consumers who were 30 years old and above.
Marketing managers should provide prices of products and services on e-commerce
websites that are competitive or lower than those charged in offline stores. In addition,
based on interviews with experts in this study, consumers in Indonesia are concerned
about promotions and discounts when shopping online, and the highest e-commerce
transaction levels are seen around festivals or occasions when websites offer promotions
and discounts on prices. Therefore, marketing managers should focus on these moments
to attract a high number of consumer purchases on their websites.
Particularly, e-commerce companies that target people over 30 years of age should
consider prioritising the consumer target living in an area that has a reliable internet
connection and adequate IT equipment for access to e-commerce websites. The consumer
who has access to a set of facilitating conditions is more likely to have a higher intention
to purchase online. Compared to younger consumers, older consumers tend to place
greater importance on the availability of adequate support.
This study provides new learning on consumer behaviours from the viewpoint of age
and gender regarding e-commerce in Indonesia as a developing country having unique
conditions and characteristics, which could help e-commerce businesses to consider the
critical factors in their strategies. Besides, the strong associations between social
influence, economic reasons and security with purchase intention for female and older
consumers have essential implications for e-commerce managers, who should take these
factors into account when determining their marketing strategies.

7 Conclusions and future research

The findings of our study are based on data from several respondents of various genders
and ages. We found that perceived website quality and convenience had significant
influences on the purchase intentions of male consumers. However, for female
consumers, security, economic reasons, convenience and social influence exerted
influences on their purchase intentions. Consumers under the age of 30 were more
influenced by convenience and perceived website quality, while consumers who were 30
years old and above were more influenced by facilitating conditions, social influence,
security and economic reasons. Most of the factors proposed in this model significantly
influenced purchase intentions on e-commerce websites for females as opposed to males.
Several conclusions can be drawn from these results. First, the impacts of
convenience and facilitating conditions on purchase intentions are moderated by age.
Second, the impacts of perceived website quality, social influence, economic reason and
security on purchase intentions are moderated by age and gender. In comparison, the
impact of purchase intentions on purchase behaviours is not moderated by age or gender.
The other factors –hedonic motivation, variety and goods delivery – were found not to
significantly influence purchase intentions and behaviours on e-commerce websites. The
hedonic motivation was not found to influence purchase intentions of consumers of both
genders or age groups. Accordingly, variety and goods delivery were not found to
influence both purchase intentions and behaviours of consumers of any age or gender
500 F. Alfanur and Y. Kadono

group. These three insignificant factors might be further explored in future studies with
other analytical methods or data of different consumer groups.
This research is not without limitations. In this study, only Indonesian consumers
were chosen as respondents. At the same time, the study investigated only the influence
of gender and age on e-commerce purchase intentions and behaviours. Future research
should be conducted to investigate other consumers in various countries, such as in
Southeast Asia, to generalise the model for developing countries. In addition, further
demographic characteristics, such as employment, marital status and residential area,
must be incorporated to expand the analysis of e-commerce purchase intentions and
behaviours in Indonesia.

Acknowledgements

This research was partially supported by grants-in-aid for scientific research from the
Japan Society for the Promotion of Science (JSPS C:21K01734).

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Appendix

Questionnaire
Part 1
a Which e-commerce websites have you used most often/most frequently for shopping
online in the past six months? (you may select more than one answer)
(Lazada/Tokopedia/Bukalapak/Zalora/Shopee/Elevenia/MatahariMall/Blibli/Qoo10/
Blanja.com)
b Age group (20–29 years old/30–39 years old/40 or older)
c Gender (Male/Female)
d Marital status (Single/Married/Other)
e Preferred payment methods (ATM transfer/Cash on delivery/Mobile
banking/Internet banking/Credit card/ Convenience stores/Others). You may select
more than one answer
f Area/island of residence (Java island/Sumatera island/Kalimantan island/Sulawesi
island)
g Frequency of using e-commerce websites (Never/Once per month/Twice per
month/3–4 times per month/2–6 times per week/Every day/Several times per day)
h Amount spent per month (None/Rp. 10,000-50,000/Rp. 50,000-Rp. 100,000/Rp.
100,000-Rp. 250,000/Rp. 250,000-Rp. 500,000/Rp. 500,00-Rp. 1,000,000/More than
Rp. 1,000,000)

Part 2
Convenience
CON1 Using e-commerce websites for online shopping requires less effort to make my
purchases
CON2 E-commerce websites offer flexibility and ubiquity for shopping online
CON3 E-commerce websites offer multiple payment choices
Perceived website quality
PW1 My interactions with e-commerce websites are clear and understandable
PW2 E-commerce websites provide up-to-date information on products and offers
PW3 E-commerce website information is comprehensive and complete, providing the
appropriate level of product/service details
Social influence
SI1 E-commerce promotions on television are important to encourage me to shop online
using e-commerce websites
SI2 My family encouraged me to shop online using e-commerce websites
SI3 My friends encouraged me to shop online using e-commerce websites
 The effects of gender and age on factors that influence purchase intentions 505

Part 2
Convenience
Facilitating condition
FC1 I have a wide selection of IT devices (PC, laptop, smartphone and other equipment)
from which to access e-commerce websites
FC2 I have reliable connectivity (data network) for using e-commerce websites
Hedonic Motivation
HM1 My stress is relieved by using e-commerce websites to shop online
HM2 Shopping online using e-commerce websites is an adventure
Economic reason
ECO1 E-commerce websites offer products/services at a lower cost than offline stores
ECO2 Shopping online using e-commerce websites allows me to compare product/service
prices from different retailers/sellers easily
ECO3 I often look for sales promotions/discounts when shopping online on e-commerce
websites
Security
SE1 I am sure my payment information will be protected on e-commerce websites
SE2 E-commerce websites provide detailed information about security procedures
SE3 My private information is managed securely on e-commerce websites
Variety
VAR1 E-commerce websites offer a great variety of product/services
VAR2 E-commerce websites offer a great variety of brands
VAR3 E-commerce websites offer a great variety of shops or sellers
Goods delivery
DEL1 Purchases made online using e-commerce websites do not take long to be delivered
DEL2 Delivery services used by e-commerce websites for sending goods are reliable
DEL3 E-commerce websites provide a great tracking system for delivery
Purchase intentions
INT1 I intend to shop online using e-commerce websites
INT2 I intend to search for information about products/services on e-commerce websites
INT3 I intend to search for information about e-commerce