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.
HEDONIC SHOPPING MOTIVES INCLUDE SERIES
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. Asia Pacific Journal of Marketing and Logistics Emerald Publishing 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. Originality/value – The major contribution of the study is to empirically examine the role of hedonic motivations in SLO in Vietnam, a transitional market. Practical implications – The findings suggest that the supermarket managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate SLO, especially for older and higher income segments of customers. Behavioral loyalty should be taken into account in future research. Also, the study focuses on attitudinal loyalty. Cross‐national samples will be a direction for further research. Research limitations/implications – A major limitation of this study was the use of a sample drawn from one transitional market. However, no such difference was found between female and male shoppers. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. Findings – It was found that SMA and HSM had positive effects on SLO.
Structural equation modeling was used to analyze the data. Design/methodology/approach – A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model.
Purpose – This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO). Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets Evidence from Vietnam Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets.
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