Towards Sustainable E-Commerce: Understanding Post-Pandemic Online Shopping Intentions in Indonesia

This study investigated the online shopping intentions of 350 consumers in postpandemic Indonesia using an integrated TAM-TPB-TTF framework.Stratified random sampling focused on the Jabodetabek region.PLS-SEM analysis validated the hybrid model, explaining 70% of the variance in intentions.Task Technology Fit and attitudes were the strongest drivers.The findings imply optimizing website design to match user tasks and emphasizing benefits to improve attitudes would promote continued online shopping adoption.However, expanding demographic factors and geographic scope in future research can enrich insights.This timely study provides theoretical and practical implications to encourage the sustainable growth of e-commerce in developing economies.