The Moderating Role of Internet Accessibility on Consumer Online Shopping Intention in Indonesia

The rapid advancement of digital technology has significantly shifted consumer behavior, leading to massive growth in Indonesia's e-commerce landscape. This study aims to develop and test a model that explains the formation of consumer Attitude and Online Shopping Intention by examining the influence of key antecedents: Convenience and Startup Credibility, while integrating the unique role of Internet Accessibility. The research is crucial in the context of developing nations like Indonesia, where varying internet infrastructure necessitates a deeper understanding of its impact. Using quantitative research methods, the data collected from internet users in major Indonesian economic regions (Jabodetabek, Joglosemar, and Gerbang Kertosusila) was analyzed using Partial Least Square (PLS). The findings confirmed that Convenience and Startup Credibility have a positive and significant influence on both Attitude and Online Shopping Intention. Furthermore, a positive Attitude is a significant predictor of Online Shopping Intention. Critically, the study found that Internet Accessibility acts as a significant moderator, strengthening the relationship between Convenience and Online Shopping Intention, Startup Credibility and Attitude, and Attitude and Online Shopping Intention. However, the moderating effect was not supported for the Convenience → Attitude and Credibility → Intention paths, suggesting that in certain high-penetration urban areas, accessibility may function more as a direct antecedent or is already perceived as adequate. This research provides a modified model, highlighting the critical importance of internet infrastructure (accessibility) as an uncontrollable but essential variable that fundamentally determines the success of e-commerce adoption in Indonesia.