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

Mutiara Sakina; Syaiful Ali

doi:10.14414/jebav.v24i1.2287

Vol. 24 No. 1 (2021), Articles

Vol. 24 No. 1 (2021)

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

Articles

DOI: 10.14414/jebav.v24i1.2287

Published 10-07-2021

Mutiara Sakina⁺⁻
Syaiful Ali⁺⁻

Mutiara Sakina

Departemen Akuntansi Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada

Syaiful Ali

Departemen Akuntansi Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada

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Supplementary Files

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Keywords

e-commerce
TAM
TPB
personalized website
Indonesia

How to Cite

Sakina, M., & Ali, S. (2021). Determining Factors of Purchase Intention in Personalized Website Context for Indonesian Consumers. Journal of Economics, Business, and Accountancy Ventura, 24(1), 139-155. https://doi.org/10.14414/jebav.v24i1.2287

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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

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