One form of hedonic motivational interactive process in online shopping is browsing, which leads to impulse buying, simply implying indulging in unplanned purchases without even considering the benefits of the goods procured (Gültekin & Hacettepe, 2012). A quality website ensures that customers are able to interact freely. Hedonic motivation emerges from customers’ experiences, particularly while shopping online (Botti & McGill, 2011). It is a motivation that refers to a sense of pleasure, fantasy, social and emotional breadth. One of the factors that affect a person during shopping is hedonic motivation. The success of online retailing is determined by the customers’ satisfaction after indulging in the buying and selling activities (Ariani, 2009).īarnes and Vidgen (2002) stated that measuring website quality is observed from three variables, namely, usability, quality of information, and service interactions, which tend to influence individuals’ purchasing decisions. It is a ServQual development, widely used to capture consumer expectations and perceptions assumed to represent service quality (Baber, 2019). The Webqual method was adopted to measure the quality of a website. The retail companies create websites that serve as a medium for potential customers to interact and carry out transactions, thereby making shopping easier. However, due to the rapid increase in online shopping, business actors need to adopt specific strategies to remain relevant in the already competitive market. This resulted in the emergence of online retailing, better known as e-commerce, which is presently a society’s lifestyle. Therefore, it was concluded that a 10% increase in the number of Internet users was detected on a yearly basis. In 2017, 143.26 million or 54.86% of Indonesian citizens used the Internet as a means of livelihood, while in 2018, 171.17 million or 64.8% of users were recorded (2019). The survey results carried out by the Association of Indonesian Internet Service Users shows that a rapid increase is experienced in the country. These products are in the form of goods and services, however, the ease of online shopping has increased the number of Internet users. In the past, these activities were carried out at outlets or stores, presently, they are performed online. The interesting attributes associated with this study are hedonic shopping motivation and impulse buying that mediate the relationship between website quality and customer satisfaction of online shopping in Indonesia's marketplace.Īdvances in information technology have led to a series of innovative activities in the economy, particularly in buying and selling goods both conventionally and online. The findings of this study indicate that the nine proposed hypotheses are accepted, positively and significantly, directly or indirectly, which are supported by previous research to reinforce the findings that have been found. The statistical testing tool used is SPSS 26.0, with the effect between variables determined using Partial Least Square (SmartPLS 3.0). This is a structural equation research with data obtained from 177 students through an online questionnaire using a five-point Likert scale the selection criteria is having shopped online from various universities in Indonesia. Eight online marketplaces are the focus of this research. The purpose of this research is to examine the effect of website quality, hedonic shopping motivation, and impulse buying on customers' satisfaction of online shopping in Indonesia. Currently online activities provide opportunities for customers to get the desired needs. While the Utilitarian value was found to positively impact User Loyalty, thereby enhancing the capacity to retain existing user base, the Hedonic value was found to favorably impact positive Word-of-Mouth of users, thereby increasing the ability to attract new users.The sophistication of technology information has led to a series of innovative activities in the economy, particularly in buying and selling products and services both conventionally and online. Investigations in this study reveal distinctive but complementary impacts of Hedonic and Utilitarian value provided by IS on its user base. However, there is mounting evidence in support of the importance of Hedonic considerations in design of IS products. The reason may lie in the computing disciplines’ origins in disciplines that emphasize hard science, efficiency, and utility (Tractinsky, 2006). Yet, producers of Information Systems have focused largely on utilitarian aspects of IS rather than the hedonic. Users strive for a more complete experience with software products, an experience that not only achieves well-defined goals, but also involves the senses and generates affective response (Bly, Cook, Bickmore, Churchill and Sullivan, 1998).
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