Demographic and Socioeconomic Characteristics of E-Commerce Users in Indonesia
Age, gender, education, and type of work determine online shopping behavior in Indonesia.
We analyze the National Socio-Economic Survey conducted by BPS Statistics Indonesia, which asked people about their purposes for accessing the internet. We used a log linear model to analyze the tendency of individuals conducting e-commerce transactions. The odds ratio indicates that women have a higher tendency than men for conducting e-commerce transactions. In addition, the tendency of individuals aged 25 to 64 years old is higher than for other age groups. We also show that individuals who work in the services sector have a higher tendency than those who work in other sectors. Finally, well-educated individuals have a lower tendency toward conducting e-commerce transactions than less-educated individuals.