E-Commerce in the City: Investigating the Motives, Attitudes and Online Shopping Intentions of Indonesia’s Young Urban Shoppers

This study aims to investigate the motives, attitudes and online shopping intentions among Indonesia's young urban shoppers. Using a quantitative approach with the PLS-SEM method, data were collected from 342 respondents aged 15–24 years who lived in urban locations with developing infrastructure and technology and had access to education in college and social media. Data collection lasted for six months, from September 2024 to February 2025, using an online survey. The results of the study show that simplicity motive is proven to have a major role in positively influencing attitudes towards online shopping, thus having implications for online shopping intention. The results of the study also revealed that hedonic motive has been proven to have a positive effect on attitude towards online shopping. Furthermore, attitude towards online shopping has been proven to have a positive effect on online shopping intention. These findings highlight the importance of emotional elements and ease in shaping the online shopping attitudes and intentions of young urban consumers. This research makes a practical contribution to the development of more effective digital marketing strategies in the ever-evolving era of E-commerce