Analysis of the influence of perceived value on browsing behavior in C2C E-Commerce with depth of review as antecedent

Abstract

Online shopping has developed rapidly in Indonesia since the Covid-19 outbreak, making potential customers frequently browse e-commerce. In e-commerce there is a social commerce construct which is a construction originating from social commerce such as online reviews. Depth from online reviews on a product cannot necessarily be trusted and prospective customers also cannot use other people's experiences as an assessment of product quality. Customer review also considers perceived value from a utilitarian and hedonic perspective. Therefore, this study analyzes the effect of perceived value on browsing behavior in C2C e-commerce with the antecedent depth of review in Indonesia. This study uses SOR (stimulus-organism-response) theory. The population of this study are individuals who live in Indonesia and have done shopping online in one commerce which has facilities online review such as Tokopedia, Blibli, Amazon, Alibaba, and JD.ID. Sampling technique nonprobability sampling by using techniques convenience sampling total 137 samples. The data collection method uses the survey method, while the data analysis method used is PLS-SEM. The results of the study show that depth review affects perceived utilitarian and hedonic values, and perceived utilitarian and hedonic values also affect browsing. Thus, all hypotheses are accepted, which means that there is an influence of perceived value on browsing behavior in C2C e-commerce with an antecedent of review depth. This research can be used as a reference for further studies by digging deeper into the effect of the depth of review on other variables that can have an impact on the viability of a seller's business in e-commerce. This research can be used as a reference for sellers to evaluate and create strategies to encourage customers to give positive reviews so that they can influence other readers when browsing e-commerce where it is hoped that purchases will occur. This research pioneered the study of perceived value of browsing behavior in C2C e-commerce with antecedents of depth of review in Indonesia.