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

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