Understanding Repurchase Intention of Gen Y and Gen Z Through E-Servicescape and E-Trust in the Indonesian Marketplace
DOI:
https://doi.org/10.21512/bbr.v17i2.14341Keywords:
e-servicescape,, repurchase intention, e-trust, marketplace, Gen Y, Gen ZAbstract
Despite the significant growth of Internet-based business, studies examining the relationship between the e-servicescape environment and repurchase intention have primarily focused on general consumer populations and diverse online contexts. However, empirical evidence on how e-servicescape dimensions influence repurchase behavior among Gen Y and Gen Z users on Indonesian marketplace platforms remains relatively underexplored. Using a quantitative approach and the Stimulus-Organism-Response (SOR) framework, the researchers propose a conceptual model to investigate the effect of the e-servicescape environment on repurchase intention, with e-trust as a mediating variable. Gen Y and Gen Z users are selected as the target population because they represent the most active online shoppers in Indonesia. Data are collected using a non-probability sampling technique, and a total of 202 valid responses are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the three dimensions of e-servicescape, aesthetic appeal, layout and functionality, and financial security positively and significantly influence both e-trust and repurchase intention. Furthermore, e-trust mediates the relationship between e-servicescape and repurchase intention, indicating that a well-designed and secure digital environment enhances user confidence and encourages repeat purchases. The results also show that Gen Y and Gen Z users particularly value transactional convenience. The research provides practical implications for marketplace developers in optimizing digital interface design and contributes to a more context-specific understanding of the effects of the e-servicescape among younger consumer generations.
References
Adekunle, S. A., & Ejechi, J. O. (2018). Modelling repurchase intention among smartphones users in Nigeria. Journal of Modelling in Management, 13(4), 794–814. https://doi.org/10.1108/JM2-12-2017-0138
Amer, S. M. (2021). The effect of e-servicescape, website trust and perceived value on consumer online booking intentions: The moderating role of online booking experience. International Business Research, 14(6), 133–149. https://doi.org/10.5539/ibr.v14n6p133
Ananda, A. S., Hanny, Hernández-García, Á., & Prasetya, P. (2023). ‘Stimuli are all around’—The influence of offline and online servicescapes in customer satisfaction and repurchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 524–547. https://doi.org/10.3390/jtaer18010027
Andriani, P., Setyorini, N., & Shibghatalloh, A. H. (2021). Investigating e-servicescape influence to customer response in digital Islamic Banking. International Journal of Islamic Economics and Finance (IJIEF), 4(1), 101–120.
Anggarini, Y. (2022). Analysis of the effect of e-servicescape on repurchase intention: The role of trust as a mediation variable. Jurnal Ekonomi dan Bisnis, 23(1), 41–55.
Chen, J., Zhuo, Z., Chen, M., Li, Z., & Wang, A. (2022). Research on the impact of e-servicescape on consumers’ behavior intention in the context of e-commerce live broadcast. In International Conference on Management Science and Engineering Management (pp. 365–380). Springer International Publishing.
Dassanayake, H. C., & Senevirathne, A. (2019). Impact of e-servicescapes on student engagement: mediating impact of experience quality. Asian Association of Open Universities Journal, 13(2), 203–22. https://doi.org/10.1108/AAOUJ-11-2018-0024
Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris. Badan Penerbit Universitas Diponegoro.
Giao, H. N. K., Vương, B. N., & Quan, T. N. (2020). The Influence of Website Quality on Consumer’s E-Loyalty through The Mediating Role of E-Trust and E-Satisfaction: An Evidence from Online Shopping in Vietnam. Uncertain Supply Chain Management An International Journal, 8(2), 351–370. https://doi.org/10.5267/j.uscm.2019.11.004
Google e-Conomy SEA. (2025). From digital decade to AI reality: Accelerating the future in ASEAN. https://economysea.withgoogle.com/
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective. Pearson Education.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Harris, L. C., & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230–243. https://doi.org/10.1108/08876041011040631
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., Maulana, A., Safitri, K., Fahlevi, M., Sulistyo, A. B., & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International Journal of Data & Network Science, 6(2), 477–486.
Karnadi, A. (2022, April 8). Pengguna Internet di Indonesia capai 205 juta pada 2022. Dataindonesia.id. https://dataindonesia.id/digital/detail/pengguna-internet-di-indonesia-capai-205-juta-pada-2022
Lukito, S., & Ikhsan, R. B. (2020). Repurchase intention in e-commerce merchants: Practical evidence from college students. Management Science Letters, 10, 3089–3096. https://doi.org/10.5267/j.msl.2020.5.014
McKinsey & Company. (2023). Mind the gap: Loyal Z: Why Gen Z customers won’t be tied down to one brand. https://www.mckinsey.com/~/media/mckinsey/email/genz/2023/04/2023-04-04b.html
McKinsey & Company. (2024, August 28). What is Gen Z? https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-03-2021-0221
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Narang, R., & Trivedi, P. (2016). Challenges and opportunities of e-tailing in emerging economies. In E-retailing challenges and opportunities in the global marketplace (pp. 50–71). IGI Global.
Oebit, Z., & Sari, P. K. (2018). Pengaruh e-servicescape terhadap trust dan dampaknya pada repurchase intention: Studi kasus Go-Food. Jurnal Sistem Informasi, 14(2), 43–52. https://doi.org/10.21609/jsi.v14i2.698
Prahiawan, W., Fahlevi, M., Juliana, Purba, J. T., & Tarigan, S. A. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5, 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008
Quan, N. H., Chi, N. T. K., Nhung, D. T. H., Ngan, N. T. K., & Phong, L. T. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10, 63–76. https://doi.org/10.5267/j.msl.2019.8.015
Shin, J. H., & Jeong, Y. G. (2021). The effect of e-servicescape on website trust and repurchase intention. The Journal of the Korea Contents Association, 21(3), 490–504. https://doi.org/10.5392/JKCA.2021.21.03.490
Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American Journal of Applied Mathematics and Statistics, 9(1), 4–11.
Suparno, C. (2020). Online purchase intention of halal cosmetics: S-O-R framework application. Journal of Islamic Marketing, 12(9), 1665–1681. https://doi.org/10.1108/JIMA-09-2019-0192
Tandon, U., Mittal, A., & Manohar, S. (2021). Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention. Electronic Markets, 31, 945–964.
Teng, H. J., Ni, J. J., & Chen, H. H. (2018). Relationship between e-servicescape and purchase intention among heavy and light internet users. Internet Research, 28(2), 333–350. https://doi.org/10.1108/IntR-10-2016-0303
Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159–205.
Thamrin, & Permana, Y. (2021). The effect of e-servicescape and information quality on Gen Y repurchasing intention in Lazada online shopping application in Padang City with online trust as mediation variable. In Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021) (pp. 447–454). Atlantis Press. https://doi.org/10.2991/aebmr.k.211117.092
Tran, G. A., & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty, and e-WOM. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.03.009
Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y Generation: Mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical Illustration. MIS Quarterly, 33(1), 177–195.
Yadav, R., & Mahara, T. (2020). Exploring the role of e-servicescape dimensions on customer online shopping: A stimulus-organism-response paradigm. Journal of Electronic Commerce in Organizations (JECO), 18(3), 53–73. https://doi.org/10.4018/JECO.2020070104
Zhani, N., Mouri, N., & Ahmed, T. (2022). The role of mobile value and trust as drivers of purchase intentions in m-servicescape. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103060
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross-border E-commerce: A three stage model. Journal of Retailing and Consumer Services, 51, 320–330. https://doi.org/10.1016/j.jretconser.2019.07.004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ita Prihatining Wilujeng, Ahfas Arsyad, Shafa' Annisa Puspasari, Raisa Aulia Pratistha Putri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
