EFFECTS OF FLEXIBILITY AND INTERACTIVITY ON THE PERCEIVED VALUE OF AND SATISFACTION WITH E-COMMERCE (EVIDENCE FROM INDONESIA)

Purwanto, Purwanto and Kuswandi, Kuswandi (2017) EFFECTS OF FLEXIBILITY AND INTERACTIVITY ON THE PERCEIVED VALUE OF AND SATISFACTION WITH E-COMMERCE (EVIDENCE FROM INDONESIA). EFFECTS OF FLEXIBILITY AND INTERACTIVITY ON THE PERCEIVED VALUE OF AND SATISFACTION WITH E-COMMERCE (EVIDENCE FROM INDONESIA), 29 (2). pp. 139-159. ISSN 139-159

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Abstract

Abstract Purpose – The purpose of the present study was to analyze the eff ect of fl exibility and interactivity on perceived 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: fl exibility (navigation, comfort, and the substitutability of personal examination) had an eff ect on utilitarian value, but not hedonic value; second, interactivity (controllability, synchronicity, and bi-directionality) had an eff ect on utilitarian value and hedonic value; third, perceived value had an eff ect on satisfaction. E-tailers should allocate their resources appropriately, combining the qualities of utilitarian and hedonic values on their website proportionally (powerfully and stylishly) well to improve the overall perceived value. When a company has limited 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 fl exible and interactive live chat, would make it easier for consumers to select products/services as if performing off -line transactions. Limitations – Despite the justifi cation in the literature for using ethnicity- and region-based samples in Indonesia for Internet-related studies, those samples may not refl ect the actual overall population of online consumers worldwide. Originality – This paper develops an interactivity model by adding the fl exibility 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
Uncontrolled Keywords:	Flexibility, interactivity, utilitarian value, hedonic value, satisfaction
Subjects:	Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	20 Oct 2022 07:44
Last Modified:	20 Oct 2022 07:44
URI:	http://repository.stiemahardhika.ac.id/id/eprint/2926

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