ARTÍCULO
TITULO

Shopping Value Resonance of Household Appliance and Purchase Intentions in E-Commerce

Makmur Sujarwo    
Farida Indriani    

Resumen

This study investigates shopping value resonance as a novelty concept that can bridge monetary promotion to purchase intentions on e-commerce platforms. Previous research has revealed that monetary promotion does not affect purchase intentions. The data was collected through a survey of 426 respondents who had shopped online in the form of home appliances and domiciled in Central Java, Indonesia. The data is analyzed using the Structural Equation Model PLS. The results show that monetary promotion has a significant and positive effect on purchase intention and shopping value resonance. Furthermore, shopping value resonance positively affects purchase intention. All the hypotheses are confirmed. The role of shopping value resonance as a mediation of monetary promotion and purchase intention is proven. Companies engaged in e-commerce can increase monetary promotion (e.g., discounts) through shopping value resonance, so that customer shopping on e-commerce is more comfortable and fun. This will have an impact on increasing purchase intentions. The findings suggest the need for companies to create monetary added value in theirpromotional activities considered useful by their customers.

 Artículos similares

       
 
Dini Turipanam Alamanda,Lili Adi Wibowo,Soviyan Munawar,Adinda Khoeru Nisa     Pág. 35 - 45
The development of e-commerce in Indonesia rapidly grows along with the consumer preference for online shopping. This study aims to analyze people?s interest in adopting popular e-commerce mobile apps in Indonesia with the Unified Theory of Acceptance an... ver más

 
Yefrinal Andra, Verinita Arsya, Eri Besra     Pág. 108 - 117

 
Elsamari Botha,Georgina Creaven,Jenna Mandy    
AbstractPurpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn?t considered might be inaccurate.Design/methodology/approach: An experimental research design ... ver más

 
Ali Abou Ali,Alaa Abbass,Nihal Farid     Pág. 63 - 73
This paper inspects the relationship between purchase intention in social media context and relevant factors namely: trust, perceived risk, online behavioral advertising, and social commerce constructs. Using judgmental sampling technique, 384 questionna... ver más

 
Shian-Yang Tzeng,Jerry Y. Shiu    
AbstractPurpose: Customer trust toward e-commerce has been unsettled by recent unethical events. Involvement, the level of personal relevance of an object or event, has been proved to enhance trust. Nevertheless, in a complicated online shopping environm... ver más