Hype VS Smart, Which One is Our Online Customers? Examining the Role of Gamification, Products Assortment, e-WOM and Lifestyle of Indonesian E-Commerce Apps. Customers

Proceedings of the International Conferences on Information System and Technology Pub Date : 1900-01-01 DOI:10.5220/0009906601230129

C. Adhikara, A. Farmania, Anditya Perwiratama, Lorensius Adinegoro, Luthfi Maulana

{"title":"Hype VS Smart, Which One is Our Online Customers? Examining the Role of Gamification, Products Assortment, e-WOM and Lifestyle of Indonesian E-Commerce Apps. Customers","authors":"C. Adhikara, A. Farmania, Anditya Perwiratama, Lorensius Adinegoro, Luthfi Maulana","doi":"10.5220/0009906601230129","DOIUrl":null,"url":null,"abstract":"The interest of using e-Commerce in Indonesia especially among students activites has increases rapidly and shifted, not only for online transactions but its already becomes a lifestyle. Several studies shows the important role of Lifestyle as an intervening (moderation) variable. This study aims to determine various factors such as gamification, e-WOM, and product assortment affect purchase intention. The role of lifestyle as moderation were put between gamification and purchase intention. This study use quantitative method, the type of data used is primary data obtained directly from the first source and calculated using SmartPLS version 3.0 software. The analysis Unit is active students in all strata using e-Commerce actively, with an average age between 18-35 years. The results show e-WOM has a positive and significant influence to purchase intention. As for gamification and product assortment to purchase intention both have not significant results; and lifestyle as a moderation between gamification and purchase intention, have negative result.","PeriodicalId":345203,"journal":{"name":"Proceedings of the International Conferences on Information System and Technology","volume":"9 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the International Conferences on Information System and Technology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5220/0009906601230129","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

The interest of using e-Commerce in Indonesia especially among students activites has increases rapidly and shifted, not only for online transactions but its already becomes a lifestyle. Several studies shows the important role of Lifestyle as an intervening (moderation) variable. This study aims to determine various factors such as gamification, e-WOM, and product assortment affect purchase intention. The role of lifestyle as moderation were put between gamification and purchase intention. This study use quantitative method, the type of data used is primary data obtained directly from the first source and calculated using SmartPLS version 3.0 software. The analysis Unit is active students in all strata using e-Commerce actively, with an average age between 18-35 years. The results show e-WOM has a positive and significant influence to purchase intention. As for gamification and product assortment to purchase intention both have not significant results; and lifestyle as a moderation between gamification and purchase intention, have negative result.

查看原文本刊更多论文

炒作VS智能，哪一个是我们的在线客户?考察印尼电子商务应用的游戏化、产品分类、电子口碑和生活方式的作用。客户

在印度尼西亚，尤其是学生活动中使用电子商务的兴趣迅速增加，不仅是为了在线交易，而且已经成为一种生活方式。一些研究表明，生活方式作为一个干预(适度)变量的重要作用。本研究旨在探讨游戏化、电子口碑、产品分类等因素对购买意愿的影响。生活方式的调节作用被置于游戏化和购买意愿之间。本研究采用定量方法，使用的数据类型为直接从第一来源获得的原始数据，使用SmartPLS 3.0版软件进行计算。分析单位是活跃使用电子商务的各阶层学生，平均年龄在18-35岁之间。结果表明，网络口碑对购买意愿有显著的正向影响。游戏化和产品分类对购买意愿的影响均不显著;而生活方式作为游戏化与购买意愿之间的调节因素，具有负向效应。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Proceedings of the International Conferences on Information System and Technology

自引率

0.00%

发文量