Analysis of E-Commerce User Behavior of Indonesian Students: A Preliminary Study of Adaptive E-Commerce

Website design is one of several critical factors for the acceptance and success of an e-commerce website. A good website design influences users satisfaction and intention to use the website. This study provides guidance to develop personalized e-commerce for Indonesian students with a method recommended by users and to investigate the characteristics of Indonesian students in using e-commerce. This study used a qualitative method to analyze three components of web design i.e. information, navigation, and visual designs. Data collection was performed using a deep interview technique on Indonesians students who have been familiar with online transactions. The interpretation of qualitative data showed that Indonesian students preferred navigation and information designs to visual design. In particular, Indonesian students preferred a simple layout, easy to use navigation, and trustworthy information that promotes consumers trust.