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Effects of Flexibility and Interactivity on the Perceived Value of and Satisfaction with E-Commerce (Evidence from Indonesia)

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  • Purwanto

    (Supratman University)

  • Kuswandi

    (Mahardhika University)

Abstract

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Suggested Citation

  • Purwanto & Kuswandi, 2017. "Effects of Flexibility and Interactivity on the Perceived Value of and Satisfaction with E-Commerce (Evidence from Indonesia)," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 139-159.
    • Handle: RePEc:zag:market:v:29:y:2017:i:2:p:139-159
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    References listed on IDEAS

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    Cited by:

    1. Shing H. Doong, 2022. "Comparing the effect of interactivity and reputation on purchase intention in live commerce: a serial mediation study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 329-340, December.
    2. Barbara Buraczyńska & Dariusz Majerek, 2021. "E-Commerce Flexibility Measurement Model Based on Empirical Research of Polish Enterprises," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 112-126.
    3. Pur Purwanto & Kuswandi Kuswandi & Fatmah Fatmah, 2020. "Interactive Applications with Artificial Intelligence: The Role of Trust among Digital Assistant Users," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 14(2), pages 64-75.
    4. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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    More about this item

    Keywords

    Purpose – The purpose of the present study was to analyze the effect of flexibility and interactivity on perceived utilitarian value and hedonic value; ultimately determining the satisfaction level of e-commerce users. Design/Methodology/Approach – Data were analyzed by using the Structural Equation Modeling (SEM) with AMOS 18. A sample of e-commerce users were taken by using the incidental sampling technique. A total of 650 respondents participated; forming the sample and the usable size was 415 after the screening process.Findings and implications – First: flexibility (navigation; comfort; and the substitutability of personal examination) had an effect on utilitarian value; but not hedonic value; second; interactivity (controllability; synchronicity; and bi-directionality) had an effect on utilitarian value and hedonic value; third; perceived value had an effect on satisfaction. E-tailers should allocate their resources appropriately; combining the qualities of utilitarian and hedonic values on their website proportionally (powerfully and stylishly) well to improve the overall perceived value. When a company has limited resources; the trade-off of utilitarian and hedonic values should be well-considered. For example; adding more interesting and easy-to-understand features; such as a more flexible and interactive live chat; would make it easier for consumers to select products/services as if performing off-line transactions. Limitations – Despite the justification in the literature for using ethnicity- and region-based samples in Indonesia for Internet-related studies; those samples may not reflect the actual overall population of online consumers worldwide. Originality – This paper develops an interactivity model by adding the flexibility construct to increase the perceived value in e-commerce supported by the latest literature and some important recommendations for further research.;
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