The Determinant Factors of E-Commerce Usage Behavior During Flash Sale Program

Authors

  • Arta Moro Sundjaja Bina Nusantara University
  • Gladys Valentina Arisanto Bina Nusantara University
  • Sarah Fatimah Bina Nusantara University

DOI:

https://doi.org/10.21512/commit.v14i2.6582

Keywords:

Purchase Intention, Perceived Ease of Use, Information Quality, Web Quality, Flash Sale Program

Abstract

The research objective is to analyze the determinant factors of the purchase intention during a flash sale program. This research is conducted from October 2018 to January 2019. The researchers use a quantitative approach. The sampling technique is snowball sampling. The survey data are collected from 210 respondents who shop online in Indonesia using questionnaires. The data are examined using Structural Equation Modelling (SEM) with AMOS ver. 25. The effect of perceived usefulness, information quality, and web quality on purchase intention, mediated by attitude. The flash sale program has a moderating impact on purchase intention. The effect of perceived ease of use and trust in the purchase intention mediated by attitude is not significant. The r squared value of attitude on e-commerce is 0.527, and purchase intention is 0.369. These research results are important for e-commerce management to understand the essential factors of purchase intention during a flash sale program.

Author Biographies

Arta Moro Sundjaja, Bina Nusantara University

Information System Department, School of Information Systems

Gladys Valentina Arisanto, Bina Nusantara University

Information System Department, School of Information Systems

Sarah Fatimah, Bina Nusantara University

Information System Department, School of Information Systems

References

Asosiasi Penyelenggara Jasa Internet Indonesia. (2017) Hasil survei penetrasi dan perilaku pengguna Internet Indonesia 2017. [Online]. Available: https://www.apjii.or.id/survei

Databoks. (2017) 2011-2015, nilai transaksi e-commerce Indonesia melonjak 250 persen. [Online]. Available: https://bit.ly/2FJBHVE

C. Dan, “Electronic commerce: State-of-the-art,” American Journal of Intelligent Systems, vol. 4, no. 4, pp. 135–141, 2014.

World Trade Organization. (2018) Electronic commerce. [Online]. Available: https://www.wto.org/english/thewto e/minist e/mc11 e/briefing notes e/bfecom e.htm

S. Agrawal and S. Abhinav Sareen, “Flash sales- The game changer in Indian e-commerce industry,” International Journal of Advance Research and Innovation, vol. 4, no. 1, pp. 192–195, 2016.

E. B. Prasetyo and F. Zen, “The effect of discount price on purchasing intentions through consumer’s perceived risk in the flash sale program at shopee,” in 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019). West Sumatera, Indonesia: Atlantis Press, Nov. 16–17, 2020, pp. 633–643.

K. A. Vakeel, K. Sivakumar, K. Jayasimha, and S. Dey, “Service failures after online flash sales: Role of deal proneness, attribution, and emotion,” Journal of Service Management, vol. 29, no. 2, pp. 253–?276, 2018.

F. D. O. Santini, C. H. Sampaio, M. G. Perin, and V. A. Vieira, “An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness,” Revista de Administrac¸ ˜ao (S˜ao Paulo), vol. 50, no. 4, pp. 416–431, 2015.

M. Dachyar and L. Banjarnahor, “Factors influencing purchase intention towards consumerto- consumer e-commerce,” Intangible Capital, vol. 13, no. 5, pp. 946–966, 2017.

M. Nilashi, D. Jannach, O. Bin Ibrahim, M. D. Esfahani, and H. Ahmadi, “Recommendation quality, transparency, and website quality for trust-Building in recommendation agents,” Electronic Commerce Research and Applications, vol. 19, pp. 70–84, 2016.

M. R. Alam, M. A. Faiz, and M. Z. Aftab, “Mobile marketing: A study of buying intention,” Journal of Economics, Management and Trade, vol. 7, no. 3, pp. 218–226, 2015.

S. Bebber, G. S. Milan, D. De Toni, L. Eberle, and L. A. Slongo, “Antecedents of purchase intention in the online context,” Journal of Relationship Marketing, vol. 16, no. 1, pp. 82–98, 2017.

S. Singh and S. Srivastava, “Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective,” Cogent Arts & Humanities, vol. 5, no. 1, pp. 1–27, 2018.

T. Escobar-Rodr´ıguez and R. Bons´on-Fern´andez, “Analysing online purchase intention in Spain: Fashion e-commerce,” Information Systems and E-Business Management, vol. 15, no. 3, pp. 599–622, 2017.

G. Jordan, R. Leskovar, and M. Mariˇc, “Impact of fear of identity theft and perceived risk on online purchase intention,” Organizacija, vol. 51, no. 2, pp. 146–155, 2018.

F. Ali, “Hotel website quality, perceived flow, customer satisfaction and purchase intention,” Journal of Hospitality and Tourism Technology, vol. 7, no. 2, pp. 213–228, 2016.

N. A. Rozekhi, S. Hussin, and A. M. Noor, “Attributable e-commerce toward purchase intention: Osnline search of food product,” The SIJ Transactions on Industrial, Financial & Business Management (IFBM), vol. 2, no. 3, pp. 128–134, 2014.

Juniwati, “Influence of perceived usefulness, ease of use, risk on attitude and intention to shop online,” European Journal of Business and Management, vol. 6, no. 27, pp. 218–229, 2014.

N. Laura, “The effect of trust and service quality toward patient satisfaction with customer value as intervening variable,” Binus Business Review, vol. 7, no. 2, pp. 157–162, 2016.

Renny, S. Guritno, and H. Siringoringo, “Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase,” Procedia-Social and Behavioral Sciences, vol. 81, pp. 212–216, 2013.

R. K. Ekawati, “Peran mediasi sikap atas pengaruh kepercayaan terhadap niat menggunakan Instagram,” Jurnal JuSiTik (Jurnal Sistem Informasi dan Teknologi Informasi Komunikasi), vol. 1, no. 1, pp. 23–32, 2017.

N. Hongyao, “Online purchase intention in B2C e-commerce: An empirical study,” in The Twelfth Wuhan International Conference on E-Business, Wuhan, China, May 25–26, 2013, pp. 482–489.

J. V. Chen, D. Rungruengsamrit, T. Rajkumar, and D. C. Yen, “Success of electronic commerce web sites: A comparative study in two countries,” Information & Management, vol. 50, no. 6, pp. 344–355, 2013.

E. Supriyati, “Studi empirik social commerce (scommerce) dari sudut pandang kualitas website,” Simetris: Jurnal Teknik Mesin, Elektro dan Ilmu Komputer, vol. 6, no. 1, pp. 89–94, 2015.

J. Jim´enez-Barreto and S. Campo-Mart´ınez, “Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences,” European Journal of Management and Business Economics, vol. 27, no. 1, pp. 26–41, 2018.

A. M. Sundjaja and A. F. Komala, “The determinant factors of the intention to purchase online car insurance,” International Journal of Scientific & Technology Research, vol. 8, no. 7, pp. 511–517, 2019.

D. J. Kim, D. L. Ferrin, and H. R. Rao, “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents,” Decision Support Systems, vol. 44, no. 2, pp. 544–564, 2008.

M. Zendehdel, L. H. Paim, and S. B. Osman, “Students’ online purchasing behavior in Malaysia: Understanding online shopping attitude,” Cogent Business & Management, vol. 2, no. 1, pp. 1–13, 2015.

V. Singh and S. K. Sharma, “Analyzing the moderating effects of respondent type and experience on the fuel efficiency improvement in air transport using Structural Equation Modeling,” European Transport Research Review, vol. 8, no. 2, pp. 1–20, 2016.

F. M. Andrews and A. R. Herzog, “The quality of survey data as related to age of respondent,” Journal of the American Statistical Association, vol. 81, no. 394, pp. 403–410, 1986.

H. Y. Kim, “Statistical notes for clinical researchers: Assessing normal distribution (2) using skewness and kurtosis,” Restorative Dentistry & Endodontics, vol. 38, no. 1, pp. 52–54, 2013.

D. L. Kasilingam, “Understanding the attitude and intention to use smartphone chatbots for shopping,” Technology in Society, vol. 62, no. August, p. 101280, 2020.

M. Rizwan, S. M. Umair, H. M. Bilal, M. Akhtar, and M. Bhatti, “Determinants of customer intentions for online shopping: A Study from Pakistan,” Journal of Sociological Research, vol. 5, no. 1, pp. 248–272, 2014.

B. C. Shia, M. Chen, A. D. Ramdansyah, and S. Wang, “Comparison of decision making in adopting e-commerce between Indonesia and Chinese Taipei (Case study in Jakarta and Taipei City),” American Journal of Industrial and Business Management, vol. 5, no. 12, pp. 7480–768, 2015.

S. B. Yudhoatmojo and R. Ramadana, “Analysis on gamification features usage on Indonesia ecommerce sites using Octalysis Framework,” in The 2nd International HCI and UX Conference in Indonesia, Jakarta, Indonesia, April 13–15, 2016, pp. 1–5.

Downloads

Published

2020-10-30