Online Purchase Research Articles

ENHANCING REPEAT PURCHASE INTENTION (ZALORA INDONESIA ON GEN Y) THROUGH E-SERVICE QUALITY, ETRUST, AND MODERATING ROLE OF PRIOR ONLINE EXPERIENCE

E-commerce has emerged as one of the most developed sectors in the nation's digital economy, consisting of many transactions conducted over the internet, referred to as online sales and purchases. The fundamental success of an e-commerce comes from the results of the sales transactions carried out by consumers, therefore it is essential to convert prospective consumers into buyers who are motivated to conduct repeat purchases, which is the key to achievement in purchasing online, ensuring all businesses carries out various strategies by providing excellent service quality to create satisfaction and keep consumers loyal consequently to encourage repeat purchases. This research contributes to the understanding of how the factors or factors influence consumer behavior, specifically in the context of repeat purchase intention on ecommerce platforms like Zalora Indonesia. The study uses SEM-PLS (SmartPLS 3.0 software) and carried out through three stages, Outer model, Inner model, and hypothesis which inclusive direct and indirect effects. The measurement results show that the variables or factors generate positive and significant hypotheses about repeat purchase intentions, with the exception of the prior online experience variable, which produces negative results concerning the correlation between e service quality and repeat purchase intent, as evidenced by the classification of moderators, which serves as a predictor variable (Predictor Moderation). The study provides managerial implications for the city of Cilegon (particularly among Gen Millennials) to increase Repeat Purchase Intention in order to compete more effectively, especially against Shopee and Tokopedia.

Factors Influencing Customers’ Online Shopping Behavior in Malaysia During the COVID-19 Pandemic

The article presents an overview of the arguments and rebuttals made in the scientific discourse regarding Malaysia's expanding online shopping trend, particularly in light of the COVID-19 epidemic. This scientific decision is significant since the widespread usage of COVID-19 has altered consumer purchasing behavior and how firms operate globally by reducing potential risks such as making the wrong purchase or falling prey to online fraud. This study aims to determine the impact of perceived risk, trust, and product diversity on consumers' decisions to purchase things online in Malaysia's Klang Valley. The study utilized a quantitative survey methodology, selecting 327 sample sizes from a targeted demographic of online shoppers using Krejcie and Morgan tables. SPSS was used for descriptive and inferential analyses. The study found that product variety, trust, and perceived risk significantly predict consumers' online buying behavior in Malaysia during the COVID-19 pandemic. Trust and product variety moderately influence online purchasing, while perceived risk has a negative impact. In contrast to perceived risk (standardized coefficient = -.252), which has a negative and moderate impact, the results indicate that product variety (standardized coefficient =.571) and trust (standardized coefficient =.461) have an average influence on customers' online purchase behaviors. The study supports all hypotheses (H1, H2, and H3), indicating that trust, perceived risk, and product variety significantly influence consumers' online purchasing behaviors in Malaysia during the COVID-19 pandemic. The study emphasizes the need for a comprehensive understanding of online consumer factors and their implications for e-commerce vendors, suggesting the inclusion of marketing professionals in marketing strategy formulation.

Consumer Risk in the Purchasing Process in the Organic Food Market

Risk is an inherent part of our lives and every action we take. It accompanies us in various areas of our lives. Each of us encounters risk in everyday life by undertaking and performing specific activities or actions. Risk is not always perceived by us; there are situations when we do not notice it in our actions. The main objective of this article is to identify and assess the factors influencing the level of risk in consumer purchasing decisions in the organic products market. Additionally, it aims to indicate the desired directions of actions taken by producers and suppliers of organic food to reduce the risk associated with the purchasing process perceived by consumers. The research process took into account existing scientific achievements and the survey method, chosen due to the subject and nature of the research. The survey was addressed to consumers from the Lubuskie Voivodeship and was anonymous. The conducted research shows that the greatest risk perceived by consumers is in the case of online purchases, and the way to reduce this risk is through buyer loyalty to the place of purchase. The empirical research also provides grounds to assume that there is a relationship between individual types of risk. The research shows that respondents are most afraid of safety and social risk, and the least afraid of the risk of losing too much time. Consumers who want to reduce the risk use their own experiences or positive opinions about the product. The results provide valuable information for producers and suppliers of organic food who want to build lasting relationships with consumers based on trust and loyalty. The higher the trust, the greater the customer loyalty, and the lower the perceived risk.

Relationship Between Organisational Innovation and Organisation Performance: A Study of Nigeria Bottling Company

In an increasingly competitive business environment, the role of organisational innovation as a driver of performance is more crucial than ever. This study investigates the relationship between organisational innovation and organisational performance with a specific focus on Nigeria Bottling Company. Using a mixed-methods approach, the study explores how innovations in product development, processes, and management systems contribute to enhanced operational efficiency, market share, and financial outcomes. The study adopts a descriptive cross-sectional survey. The target population for this study consisted of two hundred and forty-five (245) staff members from Nigeria Bottling Company. Data was collected through structured questionnaires with key personnel across various departments within the organisation and analysed using descriptive statistics and regression analysis for the hypotheses. The study revealed that film size innovation is vital for a company's success in today's highly competitive business environment and leads to higher productivity, meaning that the same input generates a greater output. Innovatiocontributeste to firms’ success in terms of better performance in the form of higher profits, lower production costs, more efficient working procedures, and better relationships with customers. Furthermore, finding shows that creativity and innovation helps and improves the work of employees together with improving organisational performance. The study concludes that fostering a culture of continuous innovation is essential for sustaining competitive advantage in the beverage industry. It is therefore recommended that technological innovation be incorporated at all levels. The management of the organisation has to design an effective and timely market innovation strategy and communicate it to all staff members to enhance organisational performance and productivity. Organisations should consider innovation that is either market, product or organisation-based to improve and increase the organisational performance as innovation is significant to new product development, product modification and creation of a new market as experienced in new product lines like increase in online marketing, online purchase of different products and global connection of markets into one.

Efforts to Improve Legal Protection for Consumers in Electronic Transactions

The field of business law is evolving rapidly, driven by technological advancements. As technology progresses, the law must also adapt to keep pace with the changing times. In Indonesia, the concept of online sales and purchase transactions (e-commerce) has begun to emerge, potentially leading to legal challenges. Consumer protection in Indonesia is governed by Law No. 8 of 1999 on Consumer Protection. This article will provide a brief discussion on consumer protection in e-commerce transactions and explore how Indonesia's legal framework regulates relevant consumer protection laws to address issues between consumers and businesses.

TRENDS PUBLICATION ONLINE IMPULSE BUYING 2014-2023 ON WEB OF SCIENCE (WOS)

Buying behavior has occurred for a long time, but now impulse buying has shifted to online platforms because of the convenience it offers. This research aims to determine the development of impulse buying publications carried out on online platforms. Researchers used quantitative methods with bibliometric analysis. Data was obtained from the Web of Science (WoS) database using the keywords impulse buying and online based on topic. Then the search results are exported in BibTex format and analyzed using the biblioshiny web interface from R Studio software. The research results obtained 234 documents in the limited period of 2014-2023 from two types of documents, articles and conference papers. The analysis results show that impulse buying publications on online platforms are growing worldwide and are related to other fields, not only economics. The significant development is mainly from authors and countries that have the densest population because impulse buying online affects the high level of consumption in these countries.

Fear-Driven Surge: Food Delivery Apps in a Changing World

Pandemics tend to significantly disrupt the global business landscape, but they primarily impact the hospitality industry. Meanwhile, in such a scenario, online purchasing experienced a remarkable surge, particularly through food delivery apps. Fear’s impact on food delivery app usage has received little attention. Our study addresses this gap by exploring how fear and perceived threat influence consumers’ search efforts for online food, ultimately affecting their experience. We have analyzed data using PLS-SEM, and our results indicate how fear and perceived threats affect customers’ search behavior. These findings can help businesses improve user experiences, address fears, and manage uncertainty in food delivery app usage during the pandemic.

Split Payment as a Method of Consumer Payment in Online Buying and Selling Practices Is Reviewed From the Principle of Legal Certainty

Current technological advances have led to the development of payment methods in online buying and selling practices. Usually the payment method is made via cash and non-cash; one of the current payment methods is known as the split payment method. Split payment is a payment made using more than one payment method to complete the entire transaction. There is a case where a consumer buys goods online by paying using split payment and the consumer will be given cash back when using split payment. However, the goods that have been purchased do not reach the consumer. The consumer and the shop agreed to ask for compensation from the market place, which is a meeting place for online buyers and sellers. Based on this case, the author is interested in researching the problem of how to complete online buying and selling transactions using split payments. This research uses normative legal research methods with a statutory approach. The results of this research show that it is important to have special regulations regarding the definition and validity of split payment methods for online buying and selling transactions in order to provide guarantees, justice and consumer security in order to realize the principle of legal certainty.

Vietnamese people’s behavior and future intention to purchase medicines and functional foods on the internet: a cross-sectional study

This study investigated Vietnamese people’s behavior and future intention to purchase medicines and functional foods online and their associated factors. From March to May 2023, a Google Form questionnaire was distributed via social networks and online platforms. Convenience and snowballing sampling methods were employed to recruit 1,305 Vietnamese people. In the past year, 50.3% of participants purchased at least one kind of medicine and/or functional foods online (medicines: 27.6%, functional foods: 45.1%). Among 656 buyers, nearly a third bought these products more than three times and only 5.9% felt dissatisfied with their previous experiences. This purchasing behavior was more prevalent among females, those married, having higher education levels, usually shopping online, having longer time of Internet use per day, and seeking health information on the Internet (p < 0.001). In addition, 77.5% of participants intended to purchase these products online in the future and 61.2% would introduce this kind of online purchase to other people. The purchase intention was significantly associated with the participants’ previous experiences, area, contracting chronic diseases, and using the Internet for self-medication, while factors associated with the introducing intention included their education level, occupation, and previous experiences in online purchases (p < 0.001).

Design Business Offline and Online Based on Website of Pikyeum SME in Bandung

Pikyeum SME created a new business idea to connect sellers and consumers, introduce products,and place online purchases. By creating a website, Pikyeum SME makes it easy for consumersthroughout Indonesia to find Peuyeum chips. This case study was conducted in Pikyeum SME,located in Lot Leuwidulang No. C 02, Sub-district Pameungpeuk, Bandung, Indonesia. Datacollection and analysis were conducted qualitatively and quantitatively. The purpose of thisresearch is to measure the demand, design technical and operational aspects, design a websitebased application, measure the product's financial feasibility, and measure the sensitivity level ofPikyeum food products offline and online sales. Survey data were analyzed using corrected itemtotal correlation as a validity testing technique and Cronbach's Alpha as a reliability testingtechnique with the aid of the SPSS program. Based on this research, Net Present Value (NPV) isIDR 167.006.461, Interest Rate of Return (IRR) at 36,70%, and Payback Period at 3,4 years. It canbe concluded that Pikyeum SME is feasible to run because NPV &gt; 0, payback period &lt; asseteconomic life, and IRR &gt; MARR. The increase of raw materials and packaging costs shouldn’t bemore than 36,76%. Meanwhile, the increase of labor cost shouldn’t be more than 23,51%. Thedemand decreases shouldn’t be more than 15,63% and selling prices shouldn’t exceed 11,34%.

CONSUMERS’ DIGITAL LITERACY LEVELS AND ONLINE PURCHASING INTENTIONS: GENERATIONS X, Y, AND Z

Purpose: This study aimed to determine consumers’ digital literacy levels, whether their digital literacy levels had an effect on their online purchasing behaviour, and whether their digital literacy levels varied with their demographic characteristics. Few studies in the marketing literature have investigated the concept of digital literacy, which has become an important issue for consumer behaviour. Material and Method: In this study, in which quantitative research methods were used, data were collected from 627 consumers through online survey method. The conceptual model of the study was tested using structural equation modeling. Findings: This study found statistically significantly differences between the generations’ digital literacy levels and online purchasing intentions. Results: Especially for online communication, it is recommended to develop applications and content that will attract and use consumers with different digital literacy levels.

Factors Influencing Online Purchase Intention: The Mediating Role of Attitude toward Online Shopping: An Empirical Study in Cosmetics Sector in Jordan

This study aims to determine the factors that influence online purchase intentions in the cosmetics sector in Jordan. The results showed that online sales promotion, electronic word-of-mouth, online product presentation and perceived risk have significantly influenced OPI and attitude towards online shopping, which mediates the relationship between independent variables and online purchase intention in the cosmetics sector in Jordan. The study recommends to examine the same factors in more sectors, as people in different sectors may have different characteristics and distinct behaviors; so, the findings may lack generalizability.

Study of Factors Affecting Consumers’ Online Clothing Purchase Intention

Online shopping has taken a crucial position in the 21st century, because most people are busy with their working life and make them having less time to go for shopping. In this case, online shopping purchase is the easiest and most appropriate channel for them to do their purchase. Internet has rapidly developed into a global perspective as it has changed the way for customers to shop. The spread of the internet causes the term of “online shopping” exist in year 1979. It is said that online marketing has gained huge popularity and importance all over the world. It is expected that by the end of 2040, the number would increase to more than 1.5 billion as far as internet user is concerned. One of the famous product that customers purchase online was clothing. However, there is a limited research being done regarding on how the customers in Sibu, Sarawak (Malaysia) purchase their clothes, whether they purchase at the retail store or do their purchase online. So, this research study seeks to explore what are the factors affecting customers’ online clothing purchase intention in Malaysia, particularly in Sibu, Sarawak.

The Measurement of Consumers’ Purchase Intention in E-commerce by Electronic Service Quality: Mediation Test of E-satisfaction and E-trust

As a result of the constantly changing digital environment, people change in terms of running a business or purchasing products. Customers can grab what they want easily because online transactions reduce or remove the distance barrier, making them more comfortable purchasing the products online. This study investigates several factors that affect customers’ intention to purchase: E-service quality as the main factor, e-satisfaction and e-trust. This research employs a quantitative descriptive approach by surveying 150 respondents across Indonesia who have connected to the internet and regularly make online purchases through Indonesian e-commerce named Shopee, Lazada and Tokopedia. The result of this study affirmed that e-service quality has a direct and significant influence on e-satisfaction, e-trust and purchase intention, respectively. E-trust was also found to directly and significantly influence purchase intention and mediate the relationship between e-service quality and purchase intention. However, e-satisfaction does not directly and significantly influence purchase intention or mediate the relationship between e-service quality and purchase intention.

Transformations in Consumer Buying Behavior: Investigating How Online Shopping Platforms

The advent of online shopping platforms has significantly transformed consumer buying behavior, revolutionizing the retail landscape. This study investigates the shifts in consumer preferences and purchasing patterns attributed to the proliferation of digital marketplaces. The research encompasses a comprehensive analysis of consumer behavior trends, drawing on both qualitative and quantitative data collected from surveys and market studies. The methodology involves a mixed-methods approach, integrating statistical analysis with thematic analysis to derive insights from consumer feedback and market data. The findings reveal a marked increase in the convenience and accessibility of shopping, which has driven a shift towards online purchases. Additionally, the study identifies critical factors influencing consumer decisions, such as personalized recommendations, competitive pricing, and the ease of comparing products. The results underscore the growing importance of mobile shopping and the role of social media in shaping consumer choices. In conclusion, the research highlights the transformative impact of online shopping platforms on consumer behavior, emphasizing the need for retailers to adapt to these changes by enhancing their digital presence and leveraging data analytics to better understand and meet consumer needs.

Legal Consequences for Businesses which include Exoneration Clauses in Online Sale and Purchase Agreements

With the rapid development of internet technology, products offered by business actors can now be marketed and distributed quickly and globally through websites. This allows anyone, regardless of location, to directly access these sites and make online transactions. However, in some cases, business actors include terms such as "goods cannot be exchanged or returned" or "No Complain," which fall under what is known as an exoneration clause. The problems formulated for discussion are: 1) How can consumers anticipate and respond to the inclusion of exoneration clauses in online sales and purchase agreements? and 2) What are the legal consequences for business actors who include exoneration clauses in online agreements? The research method used is normative legal research, which analyzes legal problems, facts, and related legal phenomena through a legal approach to obtain a comprehensive understanding of the issue being studied. This descriptive analytical research aims to describe the situation or problem without drawing universally applicable conclusions regarding the legal consequences for business actors who apply exoneration clauses in online sales and purchase agreements. Based on the research results, the author concludes that business actors who include exoneration clauses for food products in online agreements are absolutely liable for any losses suffered by consumers. In such cases, the business actors are directly responsible for product defects caused by their own negligence.

The Gig Economy and its Influence on Millenial Lifestyles and Purchasing Behaviour in Developing Markets – Case Study: Lagos, Nigeria

Delving into the profound impact of the gig economy on lifestyles and buying habits of Millennials in Lagos state, Nigeria, this research focuses explicitly on the retail, entertainment, and logistics sectors. The study employs a positive epistemological approach and a survey design involving 400 gig-working Millennials across three local governments. The research captures nuanced shifts in purchasing behaviour through structured questionnaires featuring a Likert 5-point scale and open-ended questions, emphasizing the interplay between gig work and individual choices. Rigorous validation measures, including a pilot study and Cronbach's alpha, ensure the robustness of the research. Noteworthy findings include a surge in online purchases and a preference for bargains, aligning with utilitarian theory and reflecting a cautious spending approach which ultimately concludes that gig work significantly influences Millennials' consumer behaviour, prompting necessary adaptations in business models.

Factors influencing young adults’ organic food purchase intention on fresh food e-commerce platforms

PurposeUnderstanding young adults’ organic food purchasing behavior in the fresh food e-commerce platforms (FFEP) is crucial for expanding the global environmental product market. The study aims to investigate how specific characteristics of platforms and organic food information impact young adults’ perceived value, leading to their subsequent purchase intention.Design/methodology/approachAround 535 valid responses were collected through an online survey and then analyzed applying a two-stage structural equation model (SEM) and artificial neural network (ANN) approach.FindingsResults of this research show that platform characteristics (including system quality and evaluation system) and product information characteristics (including organic label, ingredient information and traceability information) significantly affect young adults’ perceived utilitarian and hedonic value. The platform’s service quality has a strong effect on their perceptions of hedonic value, while the delivery system strongly influences their utilitarian value. Moreover, the perceived value, as a crucial mediator, plays a significant role in moderating the influence of platform and product information characteristics on the purchase intentions of young consumers regarding organic food.Originality/valuePrevious research has overlooked the credence attributes of organic food and particularities of online purchasing, focusing instead on general platform and product characteristics. This study addresses this gap by proposing a more appropriate model that integrates the characteristics of both the platform and product information. This offers theoretical and managerial implications for effectively stimulating organic food consumption among young adults in online environments.

Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions

PurposeThe purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process.Design/methodology/approachThe study, executed in a beauty industry context, uses the value-based adoption model (VAM). Data were collected by means of a survey carried out on 238 Tunisian women. Subjects performed an experimental task using the virtual try-on (VTO) application in the L’Oréal website. Web-administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and partial least squares structural equation modeling.FindingsThe findings shows that perceived value is positively related to purchase intentions and it was affected by both perceived benefits and perceived costs. In particular, perceived benefit (perceived usefulness) was found to have a strong positive effect on perceived value. Moreover, it turns out that perceived enjoyment does not have a significant effect on the perceived value. In terms of perceived costs, perceived intrusiveness was found to limit perceived value. The results also show a significant relationship between AR characteristics and perceived benefits. For personal traits, personal innovativeness is found positively influencing perceived usefulness, but it shows no significant effect on perceived enjoyment.Practical implicationsCompanies should highlight the benefits for consumers (interactivity, informativeness and usefulness) and attempt to reduce the costs (intrusiveness) related to the use of VTO AR technology, which can play a substantial role in determining the perceived value and purchase intentions.Originality/valueThe existent literature, which examines the AR in e-tailing, shows weak acknowledgment of theories related to consumer barriers to AR adoption in e-tailing, they overlook the role of consumer psychology and individual differences in AR acceptance. Thus, this study contributes to the literature by enhancing the understanding of the roles that AR based VTO technology plays in determining consumers’ online purchase intentions by extending the application of perceived value theory and taking into account its characteristics and personal traits that play a role in weakening or strengthening the customer's benefits and cost perceptions.

Pelatihan Digital Marketing Dalam Meningkatkan Kompetensi Siswa untuk Berwirausaha Pada Sekolah-Sekolah di Kawasan Pantura (Lamongan-Gresik)

Generation Z or students' interaction with the internet world is very active; since they were little, they have lived and been used to playing with gadgets. On average, students can access 7-10 hours/day. Activities can have positive value if the interaction is directed at positive activities. On the other hand, if it is not directed, the tendency is negative. Glagah District is rich in aquaculture products, capture fisheries, and even processing of fishery products. However, this potential has yet to be optimized as a business opportunity. Few people still sell fishery products online despite the significant business opportunities and broad market access. Its existence is essential to run; the business will remain in place without it—students with all their potential need to be directed to take advantage of these business opportunities. Through internal community empowerment activities at the Muhammadiyah University of Gresik, students will be given meaningful stimulus and education to be empowered when they graduate. This activity is carried out using lecture and practice methods. The result is that students grow in their entrepreneurial spirit, understand the region's potential, understand the characteristics of online buying and selling, and can brand various fishery products online.