Factor Influencing Consumer’s Purchase Intention on E-Commerce in Indonesia During Pandemic Covid-19 Based on Gender Moderation

Abstract

The development of a new technology shifts conventional shopping behaviours from offline shopping to online shop- ping. The rise of e-commerce market and effect of the COVID-19 pandemic accelerate an expansion of e-commerce integration, this condition provided customers with access to variety of product in much more convenience way. This research aims to discover factors influencing costumer behaviour on purchase intention based on exogenous variables such as trust, perceived ease of use, perceived information seeking, cost-saving and moderated by the influence of gender. This research use partial least square analysis with 169 responders involved that are spread into 79 men and 90 women. By using smart-pls software, this paper discovers that r-square from male variable shown the value of 0,556 (indicates that there are 44,4% unknown variable) and 0.459 for the female variable (indicates that there are 54,1% unknown variable). Thus, based on the analysis, additional variables are needed to fully recognize another factor that influences purchase intention.