Hedonic Motivation and Price Value Factor Empirical Study in Acceptance of E-Marketplace for MSMEs

The speed of globalization and the development of information and communication technology are the most powerful forces affecting the world economy and commerce, which can be seen in the rapid rise of the electronic market that is reshaping the business world. Many large companies use e-commerce called e-marketplace when developing their businesses, so they can compete in global markets. Therefore, this study identifies the e-marketplace acceptance in MSMEs under the constructs of hedonic motivation and price value. This study is conducted through online questionnaire survey to collect the data from the participants located at Badung Regency, Gianyar Regency, and Denpasar Regency, Bali, Indonesia. The participants of this study are selected with non-probability sampling technique, and about 100 participants from the three regencies had well completed the survey question. The collected data were statically analyses through IBM SPSS Statistic 25 and SmartPLS 3.0 software for descriptive analysis. The developed hypotheses were also been tested based on the significant of P-Value. The result obtained shows both constructs of hedonic motivation and price value have a positive relationship with behavioral intention to use e-marketplace.