Impact of utilitarian value and hedonic value on purchase in online store in Indonesia

Detalhes bibliográficos
Autor(a) principal: Budiharseno, Rianmahardhika Sahid
Data de Publicação: 2020
Outros Autores: Handani, Narariya Dita, Hwan, Seo Joo
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Research, Society and Development
Texto Completo: https://rsdjournal.org/index.php/rsd/article/view/8305
Resumo: Nowadays, Indonesia shopping patterns have significantly changed. E-commerce continues to grow rapidly as online shopping has become increasingly attractive. Online shopping saves time and offers convenience. This study was conducted in order to assess the impact of utilitarian and hedonic values on purchasing from online stores in Indonesia. The focus of the assessment was on five dimensions of hedonism and utilitarianism, which are: usefulness, enjoyment, ease of use, trustworthiness, and distribution channel (settlement). A total of 484 respondents were randomly asked to be participants. A questionnaire was the research instrument used to survey the participants for data gathering. The data was then analyzed using Structural Equation Modeling (SEM). Among the indicators tested, it was found that usefulness, enjoyment, ease of use, and distribution channel impacted hedonic values and utilitarian values significantly. Trustworthiness was the dimension that was not significant. For this study, the hypothesis was made that usefulness and enjoyment positively impacted impulsiveness. It can be concluded that whether due to utilitarian, hedonic, or impulsive motives, it will not be a problem. Indonesian shoppers will make purchases thru online shopping even if they have different motivations and purposes.
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spelling Impact of utilitarian value and hedonic value on purchase in online store in IndonesiaImpacto del valor utilitario y el valor hedónico en la compra en la tienda en línea en IndonesiaImpacto do valor utilitário e valor hedônico na compra em loja online na Indonésia Online ShoppingDigital marketingUtilitarian valueHedonic value. Compras en líneaPublicidad digitalValor utilitarioValor hedónico.Compras onlineMarketing digitalValor utilitárioValor hedônico. Nowadays, Indonesia shopping patterns have significantly changed. E-commerce continues to grow rapidly as online shopping has become increasingly attractive. Online shopping saves time and offers convenience. This study was conducted in order to assess the impact of utilitarian and hedonic values on purchasing from online stores in Indonesia. The focus of the assessment was on five dimensions of hedonism and utilitarianism, which are: usefulness, enjoyment, ease of use, trustworthiness, and distribution channel (settlement). A total of 484 respondents were randomly asked to be participants. A questionnaire was the research instrument used to survey the participants for data gathering. The data was then analyzed using Structural Equation Modeling (SEM). Among the indicators tested, it was found that usefulness, enjoyment, ease of use, and distribution channel impacted hedonic values and utilitarian values significantly. Trustworthiness was the dimension that was not significant. For this study, the hypothesis was made that usefulness and enjoyment positively impacted impulsiveness. It can be concluded that whether due to utilitarian, hedonic, or impulsive motives, it will not be a problem. Indonesian shoppers will make purchases thru online shopping even if they have different motivations and purposes.Hoy en día, los patrones de compra de Indonesia han cambiado significativamente. El comercio electrónico continúa creciendo rápidamente a medida que las compras en línea se han vuelto cada vez más atractivas. Las compras en línea ahorran tiempo y ofrecen comodidad. Este estudio se realizó con el fin de evaluar el impacto de los valores utilitarios y hedónicos en las compras en tiendas en línea en Indonesia. El enfoque de la evaluación estuvo en cinco dimensiones del hedonismo y el utilitarismo, que son: utilidad, disfrute, facilidad de uso, confiabilidad y canal de distribución (asentamiento). Se pidió aleatoriamente a un total de 484 encuestados que participaran. Un cuestionario fue el instrumento de investigación utilizado para encuestar a los participantes para la recopilación de datos. Luego, los datos se analizaron mediante el modelado de ecuaciones estructurales (SEM). Entre los indicadores probados, se encontró que la utilidad, el disfrute, la facilidad de uso y el canal de distribución impactaron significativamente los valores hedónicos y utilitarios. La confiabilidad fue la dimensión que no fue significativa. Para este estudio se planteó la hipótesis de que la utilidad y el disfrute impactaban positivamente en la impulsividad. Se puede concluir que ya sea por motivos utilitarios, hedónicos o impulsivos, no será un problema. Los compradores indonesios realizarán compras a través de compras en línea, incluso si tienen diferentes motivaciones y propósitos.Hoje em dia, os padrões de compra da Indonésia mudaram significativamente. O comércio eletrônico continua a crescer rapidamente à medida que as compras online se tornam cada vez mais atraentes. As compras online economizam tempo e oferecem conveniência. Este estudo foi realizado a fim de avaliar o impacto dos valores utilitários e hedônicos nas compras em lojas online na Indonésia. O foco da avaliação foi em cinco dimensões do hedonismo e utilitarismo, quais sejam: utilidade, prazer, facilidade de uso, confiabilidade e canal de distribuição (assentamento). Um total de 484 entrevistados foram convidados aleatoriamente para serem participantes. Um questionário foi o instrumento de pesquisa utilizado para levantar os participantes para a coleta de dados. Os dados foram então analisados ​​usando Modelagem de Equações Estruturais (SEM). Dentre os indicadores testados, verificou-se que utilidade, prazer, facilidade de uso e canal de distribuição impactaram significativamente os valores hedônicos e utilitários. A confiabilidade foi a dimensão que não foi significativa. Para este estudo, foi feita a hipótese de que a utilidade e o prazer impactam positivamente a impulsividade. Pode-se concluir que, seja por motivos utilitários, hedônicos ou impulsivos, não será um problema. Os compradores indonésios farão compras por meio de compras online, mesmo que tenham motivações e propósitos diferentes.Research, Society and Development2020-09-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://rsdjournal.org/index.php/rsd/article/view/830510.33448/rsd-v9i10.8305Research, Society and Development; Vol. 9 No. 10; e1159108305Research, Society and Development; Vol. 9 Núm. 10; e1159108305Research, Society and Development; v. 9 n. 10; e11591083052525-3409reponame:Research, Society and Developmentinstname:Universidade Federal de Itajubá (UNIFEI)instacron:UNIFEIenghttps://rsdjournal.org/index.php/rsd/article/view/8305/7420Copyright (c) 2020 Rianmahardhika Sahid Budiharseno; Narariya Dita Handani; Seo Joo Hwanhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessBudiharseno, Rianmahardhika Sahid Handani, Narariya Dita Hwan, Seo Joo 2020-10-31T12:03:23Zoai:ojs.pkp.sfu.ca:article/8305Revistahttps://rsdjournal.org/index.php/rsd/indexPUBhttps://rsdjournal.org/index.php/rsd/oairsd.articles@gmail.com2525-34092525-3409opendoar:2024-01-17T09:30:48.686665Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)false
dc.title.none.fl_str_mv Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
Impacto del valor utilitario y el valor hedónico en la compra en la tienda en línea en Indonesia
Impacto do valor utilitário e valor hedônico na compra em loja online na Indonésia
title Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
spellingShingle Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
Budiharseno, Rianmahardhika Sahid
Online Shopping
Digital marketing
Utilitarian value
Hedonic value.
Compras en línea
Publicidad digital
Valor utilitario
Valor hedónico.
Compras online
Marketing digital
Valor utilitário
Valor hedônico.
title_short Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
title_full Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
title_fullStr Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
title_full_unstemmed Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
title_sort Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
author Budiharseno, Rianmahardhika Sahid
author_facet Budiharseno, Rianmahardhika Sahid
Handani, Narariya Dita
Hwan, Seo Joo
author_role author
author2 Handani, Narariya Dita
Hwan, Seo Joo
author2_role author
author
dc.contributor.author.fl_str_mv Budiharseno, Rianmahardhika Sahid
Handani, Narariya Dita
Hwan, Seo Joo
dc.subject.por.fl_str_mv Online Shopping
Digital marketing
Utilitarian value
Hedonic value.
Compras en línea
Publicidad digital
Valor utilitario
Valor hedónico.
Compras online
Marketing digital
Valor utilitário
Valor hedônico.
topic Online Shopping
Digital marketing
Utilitarian value
Hedonic value.
Compras en línea
Publicidad digital
Valor utilitario
Valor hedónico.
Compras online
Marketing digital
Valor utilitário
Valor hedônico.
description Nowadays, Indonesia shopping patterns have significantly changed. E-commerce continues to grow rapidly as online shopping has become increasingly attractive. Online shopping saves time and offers convenience. This study was conducted in order to assess the impact of utilitarian and hedonic values on purchasing from online stores in Indonesia. The focus of the assessment was on five dimensions of hedonism and utilitarianism, which are: usefulness, enjoyment, ease of use, trustworthiness, and distribution channel (settlement). A total of 484 respondents were randomly asked to be participants. A questionnaire was the research instrument used to survey the participants for data gathering. The data was then analyzed using Structural Equation Modeling (SEM). Among the indicators tested, it was found that usefulness, enjoyment, ease of use, and distribution channel impacted hedonic values and utilitarian values significantly. Trustworthiness was the dimension that was not significant. For this study, the hypothesis was made that usefulness and enjoyment positively impacted impulsiveness. It can be concluded that whether due to utilitarian, hedonic, or impulsive motives, it will not be a problem. Indonesian shoppers will make purchases thru online shopping even if they have different motivations and purposes.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/8305
10.33448/rsd-v9i10.8305
url https://rsdjournal.org/index.php/rsd/article/view/8305
identifier_str_mv 10.33448/rsd-v9i10.8305
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/8305/7420
dc.rights.driver.fl_str_mv Copyright (c) 2020 Rianmahardhika Sahid Budiharseno; Narariya Dita Handani; Seo Joo Hwan
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Rianmahardhika Sahid Budiharseno; Narariya Dita Handani; Seo Joo Hwan
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Research, Society and Development
publisher.none.fl_str_mv Research, Society and Development
dc.source.none.fl_str_mv Research, Society and Development; Vol. 9 No. 10; e1159108305
Research, Society and Development; Vol. 9 Núm. 10; e1159108305
Research, Society and Development; v. 9 n. 10; e1159108305
2525-3409
reponame:Research, Society and Development
instname:Universidade Federal de Itajubá (UNIFEI)
instacron:UNIFEI
instname_str Universidade Federal de Itajubá (UNIFEI)
instacron_str UNIFEI
institution UNIFEI
reponame_str Research, Society and Development
collection Research, Society and Development
repository.name.fl_str_mv Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)
repository.mail.fl_str_mv rsd.articles@gmail.com
_version_ 1797052740503863296

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