Factors Influencing Indonesian Consumer's Online Buying Behavior

The internet is one of technological advancements that are rapidly developing.Nowadays the internet is very much used as a medium of marketing and business as part of E-commerce.The development of e-commerce has brought many changes to the business world and also changing the way consumers behavior in electronic market environment.There are many factors that can explain the differences in consumer's buying behavior among Internet users.The research makes an attempt to know whether performance expectancy,effort expectancy,social influence,facilitating conditions,trust,and price factors will influence Indonesian consumer's online buying behavior by using the framework of the unified theory of acceptance and use of technology(UTAUT)model.Considering the business implication of e-commerce,the authors were inspired to explore the theoretical concept with a randomly selected group of people.The data collected through the questionnaire were analyzed using PASW.In this study binary logistic and multiple regression methods were applied to understand how the UTAUT model factors can predict the Indonesian Consumer behavior.This research is using Indonesian people who have and haven't used Lazada Indonesia to make online purchases.The researcher distributed the questionnaire link to around seven hundred(700)data,but only five hundred(500)data collected and used in this research.The results showed that performance expectancy,social influence,trust,and price have significant influence on Indonesian consumer's online buying behavior,while effort expectancy and facilitating conditions did not have a significant influence on Indonesian consumer's online buying behavior.Authors acknowledged that the adoption of technology is also influenced by several factors external to the scope of this research.This research is expected to help Lazada to find out what factors influence the Indonesian Consumer behavior to use Lazada to shop.As per the findings of the study,Lazada should focus on improving its website to make it easier to use and improve their services to help consumers in terms of using their website.