This study aims to investigate the underlying factors affecting Indonesian individuals' decision to make online purchases. Primary data were collected through a nationwide survey in 2019 covering all 34 Indonesian provinces. Secondary data regarding Indonesian villages' potential (PODES) are utilized to provide information about the availability of infrastructure at the village level. The standard utility/net gain maximization framework is adopted, and a binary logistic regression model is employed. A total of 8854 useable samples are analyzed. The results suggest that the probability of using e-commerce to make online purchases increases if an individual is male, young, married, highly educated, and an entrepreneur, as well as has access to the Internet, can easily find logistic and financial services, has sufficient digital skills, and has not been exposed to harmful content. These results produce several findings: the relative advantages of e-commerce over traditional commerce and the compatibility of e-commerce with individuals' needs and values can drive its adoption; digital skills and the ubiquitous related infrastructures are an essential requirements to expand e-commerce diffusion; exposure to harmful content is empirically discovered to be a barrier to e-commerce adoption. These findings lead the authors to provide recommendations to promote more inclusive e-commerce adoption and optimize the e-commerce sector's contribution to the national economy.

本研究旨在调查影响印尼人进行网上购物决定的潜在因素。主要数据是通过 2019 年涵盖印度尼西亚所有 34 个省的全国性调查收集的。关于印度尼西亚村庄潜力 (PODES) 的二手数据用于提供有关村庄级别基础设施可用性的信息。采用标准效用/净增益最大化框架，并采用二元逻辑回归模型。共分析了 8854 个可用样品。结果表明，如果一个人是男性，年轻，已婚，受过高等教育，企业家，并且可以访问互联网，可以轻松找到物流和金融服务，则使用电子商务进行在线购买的可能性会增加，有足够的数字技能，并且没有接触过有害内容。这些结果产生了几个发现：电子商务相对于传统商业的相对优势以及电子商务与个人需求和价值观的兼容性可以推动其采用；数字技能和无处不在的相关基础设施是扩大电子商务传播的基本要求；根据经验发现，接触有害内容是电子商务采用的障碍。这些发现促使作者提出建议，以促进更具包容性的电子商务采用并优化电子商务部门对国民经济的贡献。需求和价值观可以推动其采用；数字技能和无处不在的相关基础设施是扩大电子商务传播的基本要求；根据经验发现，接触有害内容是电子商务采用的障碍。这些发现促使作者提出建议，以促进更具包容性的电子商务采用并优化电子商务部门对国民经济的贡献。需求和价值观可以推动其采用；数字技能和无处不在的相关基础设施是扩大电子商务传播的基本要求；根据经验发现，接触有害内容是电子商务采用的障碍。这些发现促使作者提出建议，以促进更具包容性的电子商务采用并优化电子商务部门对国民经济的贡献。