Factors Affecting Millennials Shoppers Continuance Intention Toward Shopee Mobile Application in Indonesia

Abstract

Purpose The purpose of this study is to find out the influence of Millennial generation continuance intention on the Shopee mobile application. The variables used in this research are satisfaction，enjoyment，compatibility, perceived ease of use，perceived usefulness, confirmation and perceived value. Design/methodology/approach In this study, it adopts quantitative research. The questionnaire uses 7-point Likert scale which distributed to 300 respondents of Millennial who have stayed in Indonesia at least one year, and have installed and purchased a product at least once from Shopee mobile application. The researcher uses Kasier Mayer Olkin (KMO) and Bartlett’s Test to test the validity. Cronbach’s coefficient alpha is used for the reliability test. Moreover, structural equation modeling is using to test the hypothesis of this research Findings After data analysis, the study gets the results of that perceived ease of use，perceived usefulness，confirmation，perceived value have a positive effect on satisfaction. The results also show that satisfaction，enjoyment，compatibility have a significant influence on the continuance intention of Shopee mobile application. Orginality/value This research is considering the influence of perceived ease of use，perceived usefulness，confirmation，perceived value on satisfaction towards to Shopee mobile application of Millennial. As well as the influence of satisfaction enjoyment，compatibility towards to Shopee mobile application’s continuance intention of Millennial. In order to know more millennials continuance intention about Shopee mobile application.