Factors Impacting Millennial Online Purchase Intention With Web Experience Intensity as Moderation

This research attempts to explore the factors that are determining the millennial online purchase intentions. The indication leads to lifestyle, ease of use, e-service quality and consumer attitude as the predictors. Next, attitude is tested as a mediating variable. While the web experience intensity variable is tested as a moderator by comparing millennial generation web experiences 7 years. The sample consisted of 200 millennial respondents aged 19-42 years. Data analyzed by the Structural Equestion Modeling (SEM) method with AMOS software. The result proves that lifestyle affects attitude of consumer online purchase, ease of use affects attitude of consumer online purchase, e-service quality affects attitude of consumer online purchase, attitudes of consumer online purchase affects online purchase intention, lifestyle affects online purchase intention, ease of use affects online purchase intention, e-service quality affects online purchase intention, attitudes of consumer online purchase mediates the effect of lifestyle on online purchase intention, attitudes of consumer online purchase mediates the influence of ease of use on online purchase intention, attitude mediates the influence of e-service quality online purchase intention, and web experience intensity does not moderate the effect of lifestyle, ease of use and e-service quality on online purchase intention. These all findings contribute to the realm of science and can be a reference for practical managers, especially in targeting the millenial online purchase intention. The novelty lies in the combination from the previous theories regarding direct effect, mediation effect, and moderation effect, and with the millenial as an object. The limitation resides in the scope of variables. Some implications also explains the clear pictures of the conditions that occur related to the variable under study. .