The Influence of Contactless Lifestyle on E-Commerce Use Intention: Focusing on the Moderating Effect of Environmental Orientation

Purpose - The Purpose of this study was to analyze the moderating effect of environmental orientation to identify the environmental perception of packaging waste of consumers, along with the e-commerce adoption attribute factors that can affect consumer intentions to use it. Design/Methodology/Approach - The questionnaire collected 250 copies from June 2 to June 16, 2020, of which 241 were used for statistical processing. The structural equation model (SEM) and moderating effect analysis with SPSS was used to test hypothesis in this research. Findings - The hypotheses were set as factors that positively influence the intention to use e-commerce, such as informativeness, cost effectiveness, and perceived usefulness, and all of them showed statistically significant results. Among these, the perceived usefulness factor had the greatest influence, followed by cost effectiveness. As a moderating effect, it was found that environmental orientation have a moderating effect on perceived usefulness, but informativeness and cost effectiveness show no moderating effect. Research Implications - In utilizing e-commerce, the informativeness, cost effectiveness, and perceived usefulness factors can provide added value to consumers. The contributions of this study confirmed the consumer perceptions of the environment through the analysis of the moderating effect on the environmental orientation in the contactless lifestyle.