Digital Business and Chinese Consumers’ Purchase Intentions in Indonesia

Abstract

This study aims to investigate how product-related variables influence consumers’ purchase intentions in Indonesia, one of Asia’s primary emerging markets. Product type, consumer involvement and product review were identified as the key independent variables in an experimental research involving 181 samples. Having conducted the pretest, eight articles were consequently selected before the results from the online questionnaire were collated from the Indonesian respondents. The results showed that product type and product review were significant determinants of consumer attitudes and purchase intentions. Although product involvement was shown to have no substantial influence on consumer attitude, this study further found out that if a product is experience-based with low involvement, it does indeed have a positive influence on the attitude of consumers. Furthermore, respondents showed no discriminations against sponsored product reviews, which was contradictory to the norms presented in existing literature. This study also discusses both managerial and theoretical implications as well as the research limitations and future research directions derived from the case study.