Abstract
The rapid development of technology eases people to do many things such as shopping, paying bill, transferring money, and so on. This study is intended to discover consumers’ motives and gratifications in using online marketplace website through uses and gratification theory (UGT). This study employed quantitative method. The population in this study is the undergraduate students’ of business and economy faculty of Universitas Sumatera Utara who have ever made a purchase at tokopedia.com and bukalapak.com. Accidental and purposive samplings were utilized to determine the samples totaling to 66 respondents. The methods employed to collect the data were survey and questionnaire. Validity and reliability was tested by using SPSS 17.0 Program, and to test the significance level, t-test was employed. The results elucidate the users’ got gratified in information, entertainment, and social interaction motives. Meanwhile, in economic and convenience motives, the users’ gratification was not achieved. Then, there is no difference in the gratification level of Tokopedia.com and Bukalapak.com users. The discrepancy level between motives and users’ gratification in the information, comfortability, entertainment, social interaction, and economic dimension yields not significant score.
Highlights
IntroductionE-commerce (electronic commerce) becomes the prominent trend [1] and significantly grows around the globe [2] [3]
1.1 The background of the studyNowadays, E-commerce becomes the prominent trend [1] and significantly grows around the globe [2] [3]
The population in this research is the students of a bachelor program of business and economy at the faculty of economic and business of Universitas Sumatera Utara (USU), Medan, Indonesia who ever made a purchase on Tokopedia.com and Bukalapak.com site
Summary
E-commerce (electronic commerce) becomes the prominent trend [1] and significantly grows around the globe [2] [3] It is comprehendible as an activity of marketing products through internet by exchanging information between the merchants and buyers [4]. Other experts state that ecommerce is the series of commercial activities partly or entirely using internet as the media of communication [6]. This is mentioned partly or entirely because the activities are very varied. There are those who use internet as the media of trade activities from the production process, advertisement, sales, payments, shipping and bookkeepiJIM ‒ Vol 14, No 7, 2020
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