The role of time pressure, behavioral control and human interaction in shaping e-commerce continuance intention across product categories in Indonesia

Purpose This study investigates how psychological factors, such as time pressure, perceived behavioral control (PBC) and the need for human interaction, influence consumers’ continued intention to use e-commerce platforms in Indonesia. By segmenting consumers based on product categories (fashion, beauty and frozen food), this study aims to uncover the behavioral nuances that affect digital loyalty in different market contexts. Design/methodology/approach A quantitative cross-sectional survey was conducted using online questionnaires with 149 e-commerce users in the Jabodetabek region. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) was employed to examine differences across product categories. Findings All three psychological variables significantly influenced continuance intention. PBC had the strongest and most consistent positive effect, followed by human interaction and time pressure, although the latter varied significantly across product types. The MGA results revealed no statistically significant moderation by product category, although practical differences were observed in the strength of the effects; for example, fashion consumers were more influenced by urgency, while frozen food buyers valued trust-based interaction. Research limitations/implications Findings indicate that PBC (ß = 0.277, p < 0.01), human interaction needs (ß = 0.350, p < 0.001) and time pressure (ß = 0.271, p < 0.01) all significantly influence continuance intention, though category-specific differences emerge urgency dominates in fashion, capability in beauty and trust-based interaction in frozen food. Originality/value This study is the first to integrate consumer culture theory (CCT) with time pressure, PBC and human interaction needs in explaining e-commerce continuance intention. MGA reveals distinct psychological drivers across fashion, beauty and frozen food categories in Indonesia’s emerging digital economy.