The retail e-commerce industry is growing and faces a challenge related to low conversion rate, which means there are a large number of unique visitors daily yet does not align with visitors whommade actual purchase. This study identified eight antecedents based on e-servqual, theory of reasoned action, technology acceptance model. Among others: tangibility, responsiveness, reliability, assurance, security, perceived usefulness, perceived ease ofuse, and subjective norm with purchase intention as mediator to actual online purchase. Using mixed method, this study also comparing Gen X and Y that contribute significantly to the total population. The study finds that all respondents regardless of their generation, only tangibility, assurance, perceived usefulness, perceived ease of use, and subjective norms are few that have positive and significant influence to purchase intention for e-commerce. Meanwhile, other antecedents, such as reliability, responsiveness, assurance, and security have positive yet insignificant influence to purchase intention for e-commerce. Specific for the Gen X, the antecedents that significantly influence the purchase intention that lead to actual online purchase are perceived ease of use, perceived usefulness, subjective norm, and security. For the Gen Y, the antecedents that significantly influence the purchase intention that lead to actual online purchase are subjective norms, perceived usefulness, tangibility, assurance, and perceived ease of use, respectively.

Keywords: e-commerce, consumer behavior, e-servqual, theory of reasoned action, technology acceptance model