The impact of users value and behavior on elctronic marketplace quality with trust and user types as moderating variables: a 2021 study in greater Jakarta area
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Yapy, Amita
Subject
H Social Sciences (General)
Datestamp
2022-08-15 08:31:13
Abstract :
Digital adoption helps economic growth and brings long term benefit. Increase in internet users over the past years drive digital revolution in Indonesia. As a result of digitization there are changes in the way people consumed goods and services. Buying and selling online turns traditional business processes into platforms. Electronic commerce as one type of business platform helps consumer welfare by prividing cheaper options, greater product variety and convenience. Indonesia's e-commerce is expected to have a compound annual growth rate of around 30% in 2021 until 2025. This study aims to investigate the effects of value and behavior toward electronic marketplace quality moderates by trust and user types on Greater Jakarta area. The purpose of this research is for the electronic marketplace to deliver better quality for users and for users to help maximize electronic marketplace benefits. This study uses a quantitative research approach where 154 samples were collected through a questionnaire which is an electronic retail marketplace user in greater Jakarta area during September-October 2021. The analysis of the variables used is partial least square (PLS) structural equation modeling (SEM). The results show that path coefficient of value (0.252) and behavior (0.294) which show stronger impact have a positive and significant effect of electronic marketplace quality where both, trust are found to moderate the value (0.082) and behavior (0.092) and user types moderate the value (0.115) and behavior (0.100) that influence electronic marketplace quality in greater Jakarta area. Implication of this study is for users and the electronic marketplace itself which acts as a facilitator to maximize each other's potentials which will contribute to economic improvement. This study also provides theoretical benefits to support future research which not only focuses on one side of the user, namely the customer but also contributes to the merchant's perspective.
Digital adoption helps economic growth and brings long term benefit. Increase in internet users over the past years drive digital revolution in Indonesia. As a result of digitization there are changes in the way people consumed goods and services. Buying and selling online turns traditional business processes into platforms. Electronic commerce as one type of business platform helps consumer welfare by prividing cheaper options, greater product variety and convenience. Indonesia's e-commerce is expected to have a compound annual growth rate of around 30% in 2021 until 2025. This study aims to investigate the effects of value and behavior toward electronic marketplace quality moderates by trust and user types on Greater Jakarta area. The purpose of this research is for the electronic marketplace to deliver better quality for users and for users to help maximize electronic marketplace benefits. This study uses a quantitative research approach where 154 samples were collected through a questionnaire which is an electronic retail marketplace user in greater Jakarta area during September-October 2021. The analysis of the variables used is partial least square (PLS) structural equation modeling (SEM). The results show that path coefficient of value (0.252) and behavior (0.294) which show stronger impact have a positive and significant effect of electronic marketplace quality where both, trust are found to moderate the value (0.082) and behavior (0.092) and user types moderate the value (0.115) and behavior (0.100) that influence electronic marketplace quality in greater Jakarta area. Implication of this study is for users and the electronic marketplace itself which acts as a facilitator to maximize each other's potentials which will contribute to economic improvement. This study also provides theoretical benefits to support future research which not only focuses on one side of the user, namely the customer but also contributes to the merchant's perspective.
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