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Vol 41 No 2 (2026): May

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Jul 15, 2023
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Oct 31, 2025
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May 26, 2026
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UTAUT 2 Modifications in Relation to External Stimuli and Customer Engagement: Evidence of Online Shopping Activity in Indonesia

https://doi.org/10.22146/jieb.v41i2.8932
Nur Halimah Siahaan
Department of Taxation, Politeknik Bosowa, Makassar, 90245, Indonesia
M Halim
Department of Management, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran, Yogyakarta, 55283, Indonesia
Aldini Nofta Martini
aldininoftamartini@unsri.ac.id
Department of Accounting, Faculty of Economics, Universitas Sriwijaya, Indralaya Ogan Ilir, 30662, Indonesia

Corresponding Author(s) : Aldini Nofta Martini

aldininoftamartini@unsri.ac.id

Journal of Indonesian Economy and Business, Vol 41 No 2 (2026): May

Abstract

Introduction/Main Objectives: This study examines external stimuli and customer engagement within a modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. Background Problems: During the pandemic, online shopping applications gained rapid popularity, signaling the maturation of e-commerce as a retail channel and causing substantial shifts in consumer purchasing patterns. This study provides empirical evidence that UTAUT2 can explain how technological features influence customer engagement and, in turn, stimulate impulsive buying behavior. Novelty: This study extends UTAUT2 by analyzing how external stimuli and customer engagement interact to explain impulsive purchasing in online shopping applications, particularly in the context of a developing economy. Research Methods: Data were collected through a web-based survey of 246 active online shoppers. Hypotheses were tested using structural equation modeling (SEM). Finding/Results: The results show that external stimuli significantly affect customer engagement, which subsequently drives impulsive purchasing. Customer engagement acts as a mediating mechanism that links technological features with consumer behavior. Conclusion: This study advances the theoretical development of UTAUT2 by proposing a customer engagement model that explains impulsive buying in e-commerce. The findings also provide practical insights into online platforms on how to design features that enhance engagement and strategically encourage impulsive purchases.

Keywords

UTAUT2 external stimuli customer engagement impulsive buying online shopping
Siahaan, N. H., Halim, M., & Martini, A. N. (2026). UTAUT 2 Modifications in Relation to External Stimuli and Customer Engagement: Evidence of Online Shopping Activity in Indonesia. ournal of ndonesian conomy and usiness, 41(2), 325 -. https://doi.org/10.22146/jieb.v41i2.8932
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Author Biographies

Nur Halimah Siahaan, Department of Taxation, Politeknik Bosowa, Makassar, 90245, Indonesia

Nur Halimah Siahaan is a lecturer and researcher at the Department of Taxation, Politeknik Bosowa, Makassar, Indonesia, where she has been a polytechnic member since 2025. She earned a Bachelor's degree in Accounting at the Faculty of Economy and Business, Universitas Pancasila, Jakarta, Indonesia. She obtained her Master of Science in Accounting, with a specialization in accounting information system, from the Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, Indonesia. Besides that, She has completed professional education in accounting at Universitas Jenderal Soedirman, Purwokerto, Indonesia. Her research interests lie in accounting information systems, behavioral accounting, and financial accounting.  She has collaborated actively with other researchers from various fields in many research projects. She successfully published many articles in different top tier international journals, written academic books, and contributed to intellectual property output in the fields of accounting information systems and behavioral accounting.

M Halim, Department of Management, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran, Yogyakarta, 55283, Indonesia

M Halim is a lecturer and researcher at the Department of Management, Universitas Pembangunan Nasional “Veteran” Yogyakarta, Indonesia, where he has been a faculty member since 2022. He earned his Bachelor’s degree in Management from the Faculty of Business and Economics, Universitas Islam Indonesia. He obtained his Master of Science in Management, with a specialization in Human Resource Management and Organizational Behavior, from the Faculty of Economics and Business, Universitas Gadjah Mada. His research interests lie in the areas of human resource management, organizational behavior, work-life balance, hybrid work, sustainable leadership, and green organizational behavior. He has actively conducted research and community service projects, particularly in the fields of human resource development, public sector management, sustainability, and behavioral studies. He has published scholarly articles, authored academic books, and contributed to intellectual property outputs in management and organizational studies.

Aldini Nofta Martini, Department of Accounting, Faculty of Economics, Universitas Sriwijaya, Indralaya Ogan Ilir, 30662, Indonesia

Aldini Nofta Martini is a lecturer and researcher at the Department of Accounting, Universitas Sriwijaya (UNSRI), Indonesia where she has been a faculty member since 2025. She earned her Bachelor’s degree in Accounting at the Faculty of Business, Universistas Sriwijaya, Indonesia. She did her Master's degree in master of science in Accounting at Universitas Gadjah Mada, Yogyakarta, Indonesia. Her research interests lie in the areas of management accounting and behavioral accounting. She has collaborated actively with other researchers from various fields in many research projects. She has published scholarly articles, authored academic books in management accounting and behavioral accounting.

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