The effect of online customer shopping experience on online impulsive buying mediated by attitudinal loyalty at E-commerce
Keywords:
Online customers; shopping experience; online impulsive buying; attitudinal loyalty
Abstract
The purpose of this study was to determine the effect of online customer's shopping experience on online impulsive buying mediated by attitudinal loyalty on the Tokopedia e-commerce platform in Padang City. The population in this research are people in Padang City aged at least 18 years who have made purchases and have experience using the Tokopedia application. Data collection was carried out by distributing online questionnaires via G-Form and data was processed using SmartPLS software. The findings of this research show that (1) Interactivity has a positive but not significant effect on attitudinal loyalty, (2) Informativeness has a positive and significant effect on attitudinal loyalty, (3) Visual engagement has a positive and significant effect on attitudinal loyalty, (4) Navigation and search case does not have a positive and significant effect on attitudinal loyalty (5) Trust has a positive and significant effect on attitudinal loyalty, (6) Convenience has a positive but not significant effect on attitudinal loyalty, (7) Enjoyment has a positive and significant effect on attitudinal loyalty, (8) Attitudinal loyalty positive and significant effect on online impulsive buying, (9) Interactivity has a positive but not significant effect on online impulsive buying through attitudinal loyalty, (10) Informativeness has a positive and significant effect on online impulsive buying through attitudinal loyalty, (11) Visual engagement has a positive and significant effect on online impulsive buying significant effect on online impulsive buying through attitudinal loyalty, (12) Navigation and search case does not have a positive and significant effect on online impulsive buying through attitudinal loyalty, (13) Trust has a positive and significant effect on online impulsive buying through attitudinal loyalty, (14) Convenience has an effect positive but not significant on online impulsive buying through attitudinal loyalty, (15) Enjoyment has a positive and significant effect on online impulsive buying through attitudinal loyalty.
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References
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Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60(October 2020), 1–10. https://doi.org/10.1016/j.jretconser.2021.102481
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Choi, B., & Kim, H. S. (2020). Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services. Journal of Service Theory and Practice, 30(3), 257–276. https://doi.org/10.1108/JSTP-08-2019-0172
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Loranca-Valle, C. (2021). Sustainable management of sports federations: The indirect effects of perceived service on member’s loyalty. Sustainability (Switzerland), 13(2), 1–24. https://doi.org/10.3390/su13020458
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Dharta, F. Y., Prasetyo, H., & Dema, Y. (2021). Influence of attitude on online impulse buying: perspective on marketing communication. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 729–745. https://doi.org/10.25139/jsk.v5i3.4138
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Eryiğit, C., & Fan, Y. (2021). The Effects of Convenience and Risk on E-Loyalty through the Mediating Role of E-Service Quality: A Comparison for China and Turkey. Journal of International Consumer Marketing, 33(5), 613–626. https://doi.org/10.1080/08961530.2021.1879704
Faqih, K. M. S. (2016). An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter? Journal of Retailing and Consumer Services, 30, 140–164. https://doi.org/10.1016/j.jretconser.2016.01.016
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Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68(December 2021), 103000. https://doi.org/10.1016/j.jretconser.2022.103000
Ha, S., & Stoel, L. (2012). Online apparel retailing: Roles of e-shopping quality and experiential e-shopping motives. Journal of Service Management, 23(2), 197–215. https://doi.org/10.1108/09564231211226114
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM).
Putri, Rifda Aufa. (2022, October 17). Maturity, Merger & Marketing: How is Indonesian E-Commerce Developing Post-Pandemic?. Accessed October 25, 2023. (https://iprice.co.id/insights/id/digital-economy/e-commerce-indonesia-first-half-of-2022/
Rosadi, Doddy. (2021, October 22). Sirclo & KIC assets: 74.5% of consumers shop more online. Accessed October 29, 2023. https://katadata.co.id/digital/technology/617251e47c94c/research-sirclo-kic-74-5-consumers-shop-more-online.
Klaus, P. (2013). The case of Amazon.com: Towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443–457. https://doi.org/10.1108/JSM-02-2012-0030
Kuppelwieser, V. G., & Klaus, P. (2021). Measuring customer experience quality: The EXQ scale revisited. Journal of Business Research, 126(January), 624–633. https://doi.org/10.1016/j.jbusres.2020.01.042
Le, D. T., Dao, A. N., Pham, D. T., Ziegler, T., & Nguyen, T. Q. (2018). New records and an updated list of snakes from Yen Bai Province, Vietnam. Herpetology Notes, 11(April), 101–108.
Liu, Y., & Shrum, L. J. (2009). A dual-process model of interactivity effects. Journal of Advertising, 38(2), 53–68. https://doi.org/10.2753/JOA0091-3367380204
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
Pandey, S., & Chawla, D. (2018). Online customer experience (OCE) in clothing e-retail: Exploring OCE dimensions and their impact on satisfaction and loyalty – Does gender matter? International Journal of Retail and Distribution Management, 46(3), 323–346. https://doi.org/10.1108/IJRDM-01-2017-0005
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794–803. https://doi.org/10.1016/j.jbusres.2015.07.010
Sari, R. (2021). Pengaruh Penggunaan Paylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce di Indonesia. Jurnal Riset Bisnis Dan Investasi, 7(1), 44–57. https://doi.org/10.35313/jrbi.v7i1.2058
Scarpi, D., Pizzi, G., & Visentin, M. (2014). Shopping for fun or shopping to buy: Is it different online and offline? Journal of Retailing and Consumer Services, 21(3), 258–267. https://doi.org/10.1016/j.jretconser.2014.02.007
Srinivasan, R. (2015). Exploring the Impact of Social Norms and Online Shopping Anxiety in the Adoption of Online Apparel Shopping by Indian Consumers. Journal of Internet Commerce, 14(2), 177–199. https://doi.org/10.1080/15332861.2015.1008891
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. https://doi.org/10.1016/j.jretconser.2016.04.009
Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26(2), 59. https://doi.org/10.2307/1248439
Sutanto, F., & Keni, K. (2021). The Influence of Service Quality, Service Convenience, and Perceived Price and Fairness on Bank Customer Loyalty with Customer Satisfaction as a Mediating Variable. Journal of Business Management and Entrepreneurship, 5(2), 129. https://doi.org/10.24912/jmbk.v5i2.11180
Urdea, A. M. & Constantin, C. P. (2021). Exploring The Impact of Customer Experience on Customer Loyalty in e-Commerce. Proceedings of the International Conference on Business Excellence, 15(1), 672-682. https://doi.org/10.2478/picbe-2021- 0063
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52(February), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. (Robert). (2022). A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level. Information Systems Frontiers, 24(5), 1667–1688. https://doi.org/10.1007/s10796-021-10170-4
Barbu, CM, Florea, DL, Dabija, DC & Barbu, MCR (2021) Customer Experience in Fintech. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1415–1433. https://doi.org/10.3390/jtaer16050080
Bhattacharya, A., Srivastava, M., & Verma, S. (2019). Customer Experience in Online Shopping: A Structural Modeling Approach. Journal of Global Marketing, 32(1), 3–16. https://doi.org/10.1080/08911762.2018.1441938
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/0022242918809930
Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60(October 2020), 1–10. https://doi.org/10.1016/j.jretconser.2021.102481
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Choi, B., & Kim, H. S. (2020). Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services. Journal of Service Theory and Practice, 30(3), 257–276. https://doi.org/10.1108/JSTP-08-2019-0172
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Loranca-Valle, C. (2021). Sustainable management of sports federations: The indirect effects of perceived service on member’s loyalty. Sustainability (Switzerland), 13(2), 1–24. https://doi.org/10.3390/su13020458
Dihni, Vika Azkiya (2022, April 12). Tokopedia, E-commerce with the most visitors in 2021. Accessed October 26, 2023. https://databoks.katadata.co.id/datapublish/2022/04/12/tokopedia-e-commerce -with-the-most-visitors-in-2021.
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020). Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature. Journal of Service Research, 23(4), 433–455. https://doi.org/10.1177/1094670520928390
Dharta, F. Y., Prasetyo, H., & Dema, Y. (2021). Influence of attitude on online impulse buying: perspective on marketing communication. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 729–745. https://doi.org/10.25139/jsk.v5i3.4138
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Eryiğit, C., & Fan, Y. (2021). The Effects of Convenience and Risk on E-Loyalty through the Mediating Role of E-Service Quality: A Comparison for China and Turkey. Journal of International Consumer Marketing, 33(5), 613–626. https://doi.org/10.1080/08961530.2021.1879704
Faqih, K. M. S. (2016). An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter? Journal of Retailing and Consumer Services, 30, 140–164. https://doi.org/10.1016/j.jretconser.2016.01.016
Fasyni, A., Budiarti, A. P., & Lasmini, R. S. (2021). Factors That Influence Online Impulse Buying. Journal of Business Economics and Entrepreneurship, 10(2), 175. https://doi.org/10.26418/jebik.v10i2.47796
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68(December 2021), 103000. https://doi.org/10.1016/j.jretconser.2022.103000
Ha, S., & Stoel, L. (2012). Online apparel retailing: Roles of e-shopping quality and experiential e-shopping motives. Journal of Service Management, 23(2), 197–215. https://doi.org/10.1108/09564231211226114
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM).
Putri, Rifda Aufa. (2022, October 17). Maturity, Merger & Marketing: How is Indonesian E-Commerce Developing Post-Pandemic?. Accessed October 25, 2023. (https://iprice.co.id/insights/id/digital-economy/e-commerce-indonesia-first-half-of-2022/
Rosadi, Doddy. (2021, October 22). Sirclo & KIC assets: 74.5% of consumers shop more online. Accessed October 29, 2023. https://katadata.co.id/digital/technology/617251e47c94c/research-sirclo-kic-74-5-consumers-shop-more-online.
Klaus, P. (2013). The case of Amazon.com: Towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443–457. https://doi.org/10.1108/JSM-02-2012-0030
Kuppelwieser, V. G., & Klaus, P. (2021). Measuring customer experience quality: The EXQ scale revisited. Journal of Business Research, 126(January), 624–633. https://doi.org/10.1016/j.jbusres.2020.01.042
Le, D. T., Dao, A. N., Pham, D. T., Ziegler, T., & Nguyen, T. Q. (2018). New records and an updated list of snakes from Yen Bai Province, Vietnam. Herpetology Notes, 11(April), 101–108.
Liu, Y., & Shrum, L. J. (2009). A dual-process model of interactivity effects. Journal of Advertising, 38(2), 53–68. https://doi.org/10.2753/JOA0091-3367380204
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
Pandey, S., & Chawla, D. (2018). Online customer experience (OCE) in clothing e-retail: Exploring OCE dimensions and their impact on satisfaction and loyalty – Does gender matter? International Journal of Retail and Distribution Management, 46(3), 323–346. https://doi.org/10.1108/IJRDM-01-2017-0005
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794–803. https://doi.org/10.1016/j.jbusres.2015.07.010
Sari, R. (2021). Pengaruh Penggunaan Paylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce di Indonesia. Jurnal Riset Bisnis Dan Investasi, 7(1), 44–57. https://doi.org/10.35313/jrbi.v7i1.2058
Scarpi, D., Pizzi, G., & Visentin, M. (2014). Shopping for fun or shopping to buy: Is it different online and offline? Journal of Retailing and Consumer Services, 21(3), 258–267. https://doi.org/10.1016/j.jretconser.2014.02.007
Srinivasan, R. (2015). Exploring the Impact of Social Norms and Online Shopping Anxiety in the Adoption of Online Apparel Shopping by Indian Consumers. Journal of Internet Commerce, 14(2), 177–199. https://doi.org/10.1080/15332861.2015.1008891
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. https://doi.org/10.1016/j.jretconser.2016.04.009
Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26(2), 59. https://doi.org/10.2307/1248439
Sutanto, F., & Keni, K. (2021). The Influence of Service Quality, Service Convenience, and Perceived Price and Fairness on Bank Customer Loyalty with Customer Satisfaction as a Mediating Variable. Journal of Business Management and Entrepreneurship, 5(2), 129. https://doi.org/10.24912/jmbk.v5i2.11180
Urdea, A. M. & Constantin, C. P. (2021). Exploring The Impact of Customer Experience on Customer Loyalty in e-Commerce. Proceedings of the International Conference on Business Excellence, 15(1), 672-682. https://doi.org/10.2478/picbe-2021- 0063
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52(February), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. (Robert). (2022). A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level. Information Systems Frontiers, 24(5), 1667–1688. https://doi.org/10.1007/s10796-021-10170-4
Published
2024-06-29
How to Cite
Aprilyra, N., & Abror, A. (2024). The effect of online customer shopping experience on online impulsive buying mediated by attitudinal loyalty at E-commerce . Marketing Management Studies, 4(2), 119-132. https://doi.org/10.24036/mms.v4i2.510
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