UTILITARIAN AND HEDONIC MOTIVATION MODEL OF E-COMMERCE WITH DIFFERENT INTERNET DEVICES (PC/LAPTOP AND MOBILE DEVICE)

• Main Author: Nadhira, Rizka
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71083
• Institution: Institut Teknologi Bandung

E-commerce transactions in Indonesia in 2019 were dominated by mobile devices (mobile commerce) with a percentage of 69% and the other 31% accessed through websites from browsers (J.P. Morgan, 2020). The expansion of the e-commerce environment necessitates a change of perspective from online retail through one type of channel to online retail through several different channels. It is important for service providers to know what differentiates users when shopping on e-commerce, especially when the e-commerce channel is available on various devices, such as PC/laptop devices and mobile devices. Based on several previous studies, the differences in the characteristics of e-commerce on PC/laptop devices and mobile devices consist of information quality, data security, visual appearance and flexibility. Based on several other studies, it was found that mobile device users tend to have behavior that focuses on completing tasks, while PC device users tend to have more exploratory behavior. This shows that user behavior when shopping through these devices can be associated with utilitarian (task-doing) and hedonic (exploratory) motivations. Research on user acceptance of e-commerce involving utilitarian and hedonic motivations has been tested by several researchers, but no research has discussed the effect of this motivation on user acceptance of shopping activities with a comparison of PC/desktop devices and mobile devices. This study aims to determine the effect of utilitarian and hedonic motivations and differences in interface types on purchase intentions through e-commerce in Indonesia. The method used in this study was a survey conducted online with 204 respondents who often shop through e-commerce. The results of the study were processed using the PLS-SEM method and multi-group analysis to see the differences between the two groups. The first group is PC/desktop-website users which are referred to as traditional e-commerce and the second group is users of mobile-mobile app devices which are called mobile commerce. Based on the results of the study it was found that hedonic motivation had a positive effect on purchase intention, while utilitarian motivation had no effect on purchase intention. The variables of information quality, visual appearance and ubiquity are proven to have a positive effect on utilitarian motivation and hedonic motivation. The effect of information quality on utilitarian motivation was found to be different between the traditional e-commerce group and the mobile commerce group, where the effect was greater in the mobile commerce group. In addition, the effect of ubiquity on utilitarian motivation was found to be different between the traditional e-commerce group and the mobile commerce group, where the effect was significant only on traditional e-commerce. Meanwhile, there was no difference in the effect of utilitarian and hedonic motivation on purchase intention at different interface types.