Is Interface Quality and Information Quality on Online Review Matters?

The use of e-marketplace in Indonesia has been growing rapidly for the last decade. The practicality has been the main reason for customers to utilize their shopping activity through e-marketplace. This study aimed to identify and investigate the factors influencing customer purchase intention in the context of e-marketplace. Moreover, this study will be divided into two parts. First part is to present a theoretical perspective of literature in the context of customer purchase intention represented by S-O-R theory and Prospect Theory as basic theories to adopting the model. The second part discusses on a conceptual model, which proposed four antecedent factors (interface quality, information quality of online review, enjoyment, and trust) and one moderating variable: risk, that affect customers purchase intention. The result shows that the interface quality of e- marketplace, information quality of the online review, enjoyment and trust have positive effects towards customer purchase intention. Meanwhile, relationship between trust and purchase intention does not moderate by risk. This result also implied that customers start to consider the usefulness of interface quality and information quality of online reviews before making a purchase. This study suggests that e-marketplaces should place greater reinforcement on developing quality factors of interface and online review on their platform to promote a positive attitude and behavior of customer. Furthermore, this study will help managers to understand the main factors in the online shopping environment which drives customers purchase intention to increase e-marketplace productivity and efficiency.