Problems of Online Purchase on Consumer Behavior and its Impact on Repeat Buying Decision (Survey on the Indonesian Online Shops’ Consumers)
- Author Jonathan Sarwono
- Co-Author Dewi Indriani Jusuf
- DOI https://ww
- Country : Indonesia
- Subject :
Keywords : Online Purchase, Consumer Behavior, Repeat Buying Decision.
Abstract
Purpose: The goals of this study are 1) to find some important problems of online purchase, 2) to know the effect of problems of online purchase on consumer behavior; 3) to reveal the influence of consumer behavior on repeat purchase decision; 4) to know the effect of problems of online purchase on repeat buying decision through consumer behavior.
Theoretical Framework: Theoretical framework of this study is taken from theory of the online transaction, consumer behavior and buying decision theories mainly from Phillip Kotler.
Methodology:
The present writer employs the research based on the quantitative approach, descriptive and verified design, and survey method. As much as 100 consumers of the major online shops are selected using purposive random sampling as the respondents. The data from the site is analyzed using the partial least square structural equation modeling (PLSSEM)
Findings: First, indicators’ effect of the problems of online purchase on consumer behavior falls is moderate. Second, the influence of the behavior of the consumer on the indicators of the buying decision is moderate. Third, the influence of indicators of the behavior of consumer on repeat buying decision ranges from low to moderate effect. Fourth, the effect of the consumer behavior on the indicators of the repeat buying decision is low. Sixth, Problems of online purchase affects Consumer behavior significantly with its indicators. Seventh, Consumer behavior affects significantly the Repeat buying decision. Eight, problems of the online purchase affect the repeat buying decision through the consumer behavior.
Practical Implication: this study gives a practical contribution to the consumers in order to be more careful when doing online transaction and to the online shop organizers to be more responsive to the complaints of the consumers dealing with the online purchasing problems.
Value: this originality of the study can contribute to further research on the online consumer behavior.
Comments
No have any comment !