DEVELOPMENT OF CUSTOMER EXPERIENCE MODELS AND ITS IMPACT ON INTENTION TO USE MOBILE COMMERCE

• Main Author: Isyan Nabila, Devonian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47127
• Institution: Institut Teknologi Bandung

Internet is getting faster has brought a big and fast change. Internet is not only as a communication tool but also as a business tool or conducted buying and selling transactions online or e-commerce (Klaus, 2013). The most frequently used devices in Indonesia to connect to the internet based on the results of the 2018 APJII survey are smartphones / HP (93.9%). One of the challenges that must be faced by today's m-commerce company is to make the platform a favourite online shopping place for consumers by prioritizing the customer experience. Many internet users in Indonesia do not do online shopping, because they prefer to shop directly (APJII, 2019). These companies must have a good strategy in attracting consumers' interests through the appearance of functional and easily accessible applications in order to provide a positive customer experience. Therefore, the customer experience of the use of mobile commerce application needs to be examined in order to improve the shopping experience that will affect the intention to use m-commerce applications in the future. This study uses 501 m-commerce application user data in Indonesia collected through an online questionnaire survey. Data processing is performed using Structural Equation Modelling (SEM) which consists of two stages of testing, namely the measurement model test and the structural model test. The results showed that the 4 dimensions of customer experience used were, informativeness, entertainment, sensory appeal, and social presence are proven to be able to describe the customer experience well. Variables that affect customer experience, namely technical functionality, situational normality, ease of use, perceived usefulness and security are proven to have a direct and significant positive effect on customer experience. Customer experience has also been shown to have a direct and significant positive effect on intention to use.