Abstract
The purpose of this study is to build an understanding of the influence of utilitarian value, hedonic value, social value, and perceived risk on e-commerce customer satisfaction in Indonesia. Data was collected through an online survey and analyzed using Structural Equation Modeling (SEM) with the WarpPLS tool version 6.0 which was then analyzed through Inferential Statistics analysis. The results of the study showed that utilitarian value significantly influences customer satisfaction. Hedonic value significantly influences customer satisfaction. However, the findings showed that social value did not have a significant effect on customer satisfaction, meaning that the level of the social value of e-commerce customers does not have a significant impact on the level of customer satisfaction. Finally, the results show, perceived risk significantly influences customer satisfaction.
Highlights
Consumers as users of products and services offered in e-commerce, opinions, or inclusion cannot be ignored because it can help e-commerce marketers to formulate an appropriate marketing strategy
The results showed that Hedonic Value had a significant effect on e-commerce customer satisfaction (Avcilar & Özsoy, 2015; Hanzaee & Rezaeyeh, 2013)
This study aims to explore the influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction: a survey of e-commerce customers in Indonesia
Summary
Consumers as users of products and services offered in e-commerce, opinions, or inclusion cannot be ignored because it can help e-commerce marketers to formulate an appropriate marketing strategy. The existence of consumers influences achieving the company’s final goal, namely the acquisition of high profits from the purchase of products and services. This requires companies to know what factors can influence customers in making product purchase decisions. Customers as users will contribute to the process of selling, comparing, and sharing various products and services both online and offline (Chunmei & Weijun, 2017). Utilitarian Value becomes an important factor in assessing customer behavior in e-commerce offline (Chunmei & Weijun, 2017; Avcilar & Özsoy, 2015). Hedonic Value is an important factor in assessing customer behavior in e-commerce
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