THE EFFECT OF PERCEIVED BENEFITS ON CUSTOMER SATISFACTION AND CUSTOMER RETENTION ON INDONESIAN E-COMMERCE SITES

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-01-07 DOI:10.7903/ijecs.1908

Tri Yulistyawati Evelina

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引用次数: 2

Abstract

Perceived benefits (utilitarian value, hedonic value, and social value) affect individuals in making decisions and behaving in online purchases through e-commerce. The purpose of this paper is to examine the effect of perceived benefits on customer satisfaction and customer retention on Indonesian e-commerce sites. Previous studies have explored the role of utilitarian, hedonic, and social values on consumer satisfaction. However, there is a lack of research on the effect of social value on customer retention. The current study attempts to fill this research gap. Data were collected using questionnaires on 270 Indonesian e-commerce customers in Indonesia, which were then analyzed using SPSS Statistic 17.0 and WarpPLS 6.0. The results showed that utilitarian value, hedonic value significantly, and positively influenced customer satisfaction on e-commerce purchases. Besides, social value and customer satisfaction significantly and positively affect customer retention. However, the utilitarian value does not significantly effect customer retention. Social value does not significantly effect customer satisfaction. The implication of this research is to guide e-commerce vendors in noticing the elements associated with perceived benefits to create customer satisfaction and customer retention on e-commerce products and services in the long term.

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感知利益对印尼电子商务网站客户满意度和客户保留率的影响

感知利益(功利价值、享乐价值和社会价值)影响个人通过电子商务进行网上购物的决策和行为。本文的目的是研究感知利益对印尼电子商务网站客户满意度和客户保留率的影响。先前的研究探讨了功利主义、享乐主义和社会价值观对消费者满意度的作用。然而，关于社会价值对顾客保留的影响的研究却很少。目前的研究试图填补这一研究空白。对270名印尼电商客户进行问卷调查，采用SPSS 17.0和WarpPLS 6.0对数据进行分析。结果表明，功利价值、享乐价值对电子商务购物的顾客满意度有显著的正向影响。此外，社会价值和顾客满意显著正向影响顾客保留。然而，功利价值对客户保留的影响并不显著。社会价值对顾客满意的影响不显著。本研究的意义在于指导电子商务供应商注意到与感知利益相关的因素，从而在长期内创造电子商务产品和服务的客户满意度和客户保留率。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.