Measuring E-Commerce Adoption Behaviour Among Gen-Z in Jakarta, Indonesia

The behavioural sciences and individual psychology suggest that many factors should be examined to determine e-commerce adoption. Understanding the individual motives of e-commerce adoption is very important for creating better technologies. Countries with a rapid pace of technological advancement will reap economic benefits in the long run. This study aims to analyse the e-commerce adoption behaviour of gen-Z using 1047 valid data observations. The Smart Partial Least Square (Smart PLS) analysis reveals a strong relationship among self-efficacy, perceived usefulness, attitude, intention, and e-commerce adoption. This study provides important findings with implications for both practical strategies and theoretical research