Adoption of Online Shopping Apps Innovation on Digital Natives Generation

This study aims to know the adoption of online shopping apps on the digital natives generation. This paper is based on the result of a survey on the process of online shopping apps adoption on 160 digital natives in Pekanbaru City, one of the smart cities in Indonesia. This study found that 89% of respondents have used online shopping apps. That innovation adoption has been through the process of thorough innovation-decision at a high score range. This finding describes that digital natives generation is a potential adopter of online shopping apps innovation because most of them are early adopters and early majority namely the group that adopts technology quickly. If projected for facing the era of demography bonus of Indonesia in the period of 2030 to 2040, this digital natives generation can be counted on for powering the smart economy as one of the important pillars of the smart city.