THE INFLUENCE OF E-CONSUMERS' MOTIVATION TOWARD ATTITUDE AND SATISFACTION: The Uses and Gratifications Approach

Journal Communication Spectrum Pub Date : 2021-02-28 DOI:10.36782/jcs.v11i1.2133

H. Hermawan

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Abstract

This study considers Uses and Gratifications Theory of online shoppers. Drawing from Uses and Gratifications Theory, this study examine influences of entertainment, informative-ness and Web irritation on attitude toward online shopping and satisfaction in online shopping. Particularly, satisfaction in online shopping are explored as the consequences of attitude toward online shopping, while the informativeness, entertainment, and irritation are the antecedents of attitude toward online shopping. Data were collected through a quantitative study applying online questionnaire carried out in 2020, using a representative sample (N=71). Findings showed attitude toward online shopping is determined by entertainment, while the informativeness does not significantly affect consumers’ attitude toward online shopping. Web irritation was also found to be of equal importance in influencing the formation of consumers’ attitude towards online shopping, but in a negative manner. This suggests that Web irritation on online shopping sites has a significant influence on consumers. If online shopping sites are irritating, then consumers form negative attitudes toward online shopping. This study also found that consumers’ satisfaction to shop online is determined by their attitude toward online shopping. The findings has contributed to the evolving of the Uses and Gratification Theory, particularly in online shopping in developing countries like Indonesia. This study provides implications to e-business, marketers and website system developers of online shopping sites dealing with products. To cite this article (7 th APA style): Hermawan, H. (2021). The Influence of E-Consumers' Motivation toward Attitude and Satisfaction: The Uses and Gratifications Approach. Journal Communication Spectrum: Capturing New Perspectives in Communication, 11 (1), xx-xx. http://dx.doi.org/10.36782/jcs.v1i1.2133

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网络消费者动机对态度和满意度的影响:使用与满足的研究方法

本研究考虑了网络购物者的使用与满足理论。本研究以使用与满足理论为基础，探讨了娱乐、资讯性和网络刺激对网上购物态度和网上购物满意度的影响。其中，网络购物满意度是网络购物态度的结果，而信息性、娱乐性和刺激性是网络购物态度的前因。数据收集采用定量研究，采用2020年开展的在线问卷，选取具有代表性的样本(N=71)。调查结果显示，消费者对网络购物的态度是由娱乐性决定的，而信息性对消费者对网络购物的态度没有显著影响。研究还发现，网络刺激对消费者网购态度的形成也有同样重要的影响，但影响是消极的。这表明网上购物网站的网络刺激对消费者有显著的影响。如果网上购物网站令人不快，那么消费者就会对网上购物形成消极的态度。本研究还发现，消费者对网上购物的满意度是由他们对网上购物的态度决定的。这些发现促进了“使用与满足理论”的发展，特别是在印度尼西亚等发展中国家的网上购物中。本研究对电子商务、营销商及网上购物网站系统的开发人员提供了启示。引用这篇文章(第七APA风格):Hermawan, H.(2021)。网络消费者动机对态度和满意度的影响:使用与满足的视角。[j] .通信频谱:捕捉通信新视角，11 (1)，xx-xx。http://dx.doi.org/10.36782/jcs.v1i1.2133

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Journal Communication Spectrum

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审稿时长

8 weeks