Title: THE EFFECT OF WEBSITE QUALITY, ONLINE STORE BROWSING ACTIVITIES, FLOW CONDITIONS, AND ONLINE TRUST ON IMPULSE BUYING IN THE CONTEXT OF M-COMMERCE
Authors: DAMAR KRISTANTO
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Currently, the concept of e-commerce has changed. Initially, consumers accessed online stores through hardware in the form of personal computers (PCs) or laptops, now consumers access online stores through smartphones, which are mobile devices. One phenomenon that has attracted attention is the increasing popularity of impulsive buying behavior when shopping online using smartphones, so this presents a challenge for business actors to design their online store websites into mobile versions. This raises a question about how the urge to buy impulsively, which in previous studies often occurs in the context of physical stores, can also occur in online stores, especially through the medium of smartphone devices. Seeing this, this study aims to determine the effect of the quality of the mobile version of the online store website on browsing activities in the online store, flow conditions, online trust and the urge to buy impulsively. This study uses the Stimulus-Organism-Response (SOR) theory as a basis for thinking and the approach used in this study is a quantitative approach. Sampling used a nonprobability sampling method, and the technique used was purposive sampling. Respondents in this study were 200 respondents. The analysis technique used in this study was Partial Least Square (PLS). The results of the study indicate that the quality of the mobile version of an online store website has a positive influence on browsing activity within the store, flow conditions, and online trust. Furthermore, browsing activity within the online store has a positive influence on online trust and the urge to buy impulsively. Likewise, the variables flow conditions and online trust also influence the urge to buy impulsively. This study found that browsing activity within the online store did not have a significant influence on flow conditions.
Keywords: Quality of mobile version of online store website, flow condition, browsing activity in online store, online trust, impulse buying urge
Sources: http://repository.unair.ac.id/65348/