The Effect of Perceived Value and Marketing 4.0 on Customer Satisfaction and Purchase Intention in E-commerce Context

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-09-14 DOI:10.7903/ijecs.2121

Tanto Winarko, Elyakim Randi Parapak, Saras Ayu Virananda, Ratna Yulianti, Istijanto Istijanto

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引用次数: 2

Abstract

To observe the effect of perceived value and Marketing 4.0 factors on purchase intention and satisfaction of customers in the context of e-commerce, this study used a quantitative method to analyze 315 collected data e-commerce platform users in Indonesia by applying the multiple-regression analysis method. A combination of SPSS Statistics v.20 and Microsoft Excel was used during the data analysis. In addition to the perceived value components that might influence the satisfaction of customers and purchase intention in an e-commerce context, all four components of the Marketing 4.0 model were combined as components that might also affect the satisfaction of customers and purchase intention. As a result, this study shows that two components (utilitarian value and hedonic value) as part of perceived benefits and three components (brand image, brand identity, and brand integrity) as part of the Marketing 4.0 model have a significant and positive influence on both satisfaction of customers and purchase intention. On the other hand, social value and perceived risk do not have a significant effect on customer satisfaction. Moreover, brand interaction and customer satisfaction have a positive impact on

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电子商务环境下感知价值和营销4.0对顾客满意度和购买意愿的影响

为了观察感知价值和Marketing 4.0因素对电子商务背景下消费者购买意愿和满意度的影响，本研究采用定量方法，运用多元回归分析法对印度尼西亚315个收集数据的电子商务平台用户进行了分析。数据分析使用SPSS Statistics v.20软件和Microsoft Excel软件。除了可能影响电子商务背景下客户满意度和购买意愿的感知价值组件外，营销4.0模型的所有四个组件都被组合为可能影响客户满意度和购买意愿的组件。因此，本研究表明，作为感知利益一部分的两个组成部分(功利价值和享乐价值)和作为营销4.0模型一部分的三个组成部分(品牌形象、品牌认同和品牌完整性)对顾客满意度和购买意愿都有显著的积极影响。另一方面，社会价值和感知风险对顾客满意度没有显著影响。此外，品牌互动与顾客满意度之间存在正向影响

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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.