Determining Factors of Purchase Intention in Personalized Website Context for Indonesian Consumers

Mutiara Sakina; Syaiful Ali

doi:10.14414/jebav.v24i1.2287

Authors

Mutiara Sakina Departemen Akuntansi Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada
Syaiful Ali Departemen Akuntansi Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada

DOI:

https://doi.org/10.14414/jebav.v24i1.2287

Keywords:

e-commerce, TAM, TPB, personalized website, Indonesia

Abstract

Personalized services can increase customer satisfaction, encourage emotionalÂ consumers, help consumers choose a product, and build relationships between serviceÂ providers and consumers. This study combines the variables embedded in TechnologyÂ Acceptance Model (TAM), Theory Planned Behavior (TPB), shopping experience,Â enjoyment, and trust in a research framework model, to examine factors determiningindividual purchase intentions with personalization features on online shopping sites.Â This study uses primary data obtained by the online survey method. The number of samples analyzed in this study is 303 e-commerce consumers in Indonesia. This studyÂ proves that consumer purchase intentions on websites with personalization areÂ positively and significantly related to three factors: the perceived ease of use, perceived enjoyment, and trust. Furthermore, the results also show that the utilitarian value isÂ more influential on these factors than the hedonic value. Further implications of theÂ research results are also discussed in this paper.

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