E-COMMERCE CONSUMER BEHAVIOR TRANSFORMATION IN POST-PANDEMIC INDONESIA
Keywords:
E-commerce, Consumer Behavior, Post-Pandemic, Digital Transformation, IndonesiaAbstract
Background: The COVID-19 pandemic accelerated Indonesian e-commerce adoption by 3-5 years, fundamentally altering consumer shopping behaviors, channel preferences, and purchase decision processes. Questions remain regarding behavioral persistence post-pandemic and underlying factors sustaining digital commerce engagement.
Aims: This research investigates post-pandemic e-commerce consumer behavior transformation examining persistent behavioral changes, psychological and functional drivers sustaining adoption, and consumer segmentation patterns based on digital literacy and shopping orientations.
Research Method: A mixed-methods design combined survey analysis of 342 consumers with 18 in-depth interviews. Statistical analysis utilized paired t-tests for behavioral changes and cluster analysis for segmentation.
Results and Conclusion: Findings reveal 67% increase in purchase frequency, 58% category expansion, and 72% preference for online channels versus pre-pandemic baselines. Trust (β=0.44), convenience (β=0.39), and value perception (β=0.36) emerge as primary drivers. Four distinct segments identified: Digital Natives (28%), Pragmatic Adopters (35%), Hesitant Users (24%), Traditional Preferrers (13%).
Contribution: This study extends consumer behavior literature by empirically documenting pandemic-accelerated digital transformation persistence and identifying psychological mechanisms sustaining adoption. The segmentation framework provides practical guidance for targeted marketing strategies.
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Copyright (c) 2024 Zaenal Aripin, Fitriana, Farida Yulianty (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
