Pur, Purwanto and K, Kuswandi (2017) EFFECTS OF FLEXIBILITY AND INTERACTIVITY ON THE PERCEIVED VALUE OF AND SATISFACTION WITH E-COMMERCE (EVIDENCE FROM INDONESIA). Market-Trziste, 29 (2). pp. 139-159. ISSN 0353-4790
|
Text
Market_Trziste_2017_1_Purwanto_Kuswandi (3).pdf Download (312kB) | Preview |
Abstract
Abstract Purpose – The purpose of the present study was to analyze the effect of flexibility and interactivity on per- ceived utilitarian value and hedonic value, ultimately determining the satisfaction level of e-commerce users. Design/Methodology/Approach – Data were analyzed by using the Structural Equation Modeling (SEM) with AMOS 18. A sample of e-commerce users were taken by using the incidental sampling technique. A total of 650 respondents participated, forming the sample and the usable size was 415 after the screening process. Findings and implications – First: flexibility (naviga- tion, comfort, and the substitutability of personal ex- amination) had an effect on utilitarian value, but not hedonic value; second, interactivity (controllability, syn- chronicity, and bi-directionality) had an effect on utili- tarian value and hedonic value; third, perceived value had an effect on satisfaction. E-tailers should allocate their resources appropriately, combining the qualitiesf utilitarian and hedonic values on their website pro- portionally (powerfully and stylishly) well to improve the overall perceived value. When a company has lim- ited resources, the trade-off of utilitarian and hedonic values should be well-considered. For example, adding more interesting and easy-to-understand features, such as a more flexible and interactive live chat, would make it easier for consumers to select products/services as if performing off-line transactions. Limitations – Despite the justification in the literature for using ethnicity- and region-based samples in Indo- nesia for Internet-related studies, those samples may not reflect the actual overall population of online con- sumers worldwide. Originality – This paper develops an interactivity mod- el by adding the flexibility construct to increase the perceived value in e-commerce supported by the latest literature and some important recommendations for further research. Keywords – Flexibility, interactivity, utilitarian value, hedonic value, satisfaction
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Dr. PURWANTO PUR |
| Date Deposited: | 15 May 2018 07:50 |
| Last Modified: | 15 May 2018 07:50 |
| URI: | http://repository.unipra.ac.id/id/eprint/8 |
Actions (login required)
 |
View Item |