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

PURWANTO, PURWANTO and KUSWANDI, KUSWANDI (2017) EFFECT 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 (02). 01-21. ISSN 139-159

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Official URL: https://hrcak.srce.hr/190847

Abstract

Purpose – The purpose of the present study was toanalyze the eff ect of fl exibility and interactivity on perceivedutilitarian value and hedonic value, ultimatelydetermining the satisfaction level of e-commerce users.Design/Methodology/Approach – Data were analyzedby using the Structural Equation Modeling (SEM) withAMOS 18. A sample of e-commerce users were taken byusing the incidental sampling technique. A total of 650respondents participated, forming the sample and theusable 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 nothedonic value; second,interactivity (controllability, synchronicity,and bi-directionality) had an eff ect on utilitarian value and hedonic value; third, perceived valuehad an eff ect on satisfaction. E-tailers should allocate their resources appropriately, combining the qualitiesof 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, satisfactio

Item Type:	Article
Uncontrolled Keywords:	Flexibility, interactivity, utilitarian value, hedonic value, satisfactio
Subjects:	Ekonomi
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	27 May 2019 03:14
Last Modified:	29 Sep 2021 07:33
URI:	http://repository.stiemahardhika.ac.id/id/eprint/454

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