ABSTRACT
The development of digital technology has the potential to transform all aspects in life, including the behavior of consumers. Innovation is considered to be a key driving factor of technological acceptance. Therefore, the aim of this study is to examine and investigate the role of personal innovation on online purchasing behavior among Indonesian Consumers. The UTAUT’s framework was extended by proposing new casual pathways between personal innovativeness and behavioral intention. The partial least squares technique was employed to evaluate the statistical significance of the proposed pathways by analyzing 200 sets of survey responses. The result indicates that personal innovativeness was one of the most significant predictors of behavioral intention. This strengthens the argument that personal innovativeness is a key driving factor of technological acceptance and plays a significant role in innovation adoption, particularly consumers’ intention to adopt online shopping channels as a new technology alternative for their purchasing activities.
