Title: THE INFLUENCE OF WEBSITE QUALITY, BROWSING ACTIVITIES IN THE ONLINE STORE, FLOW CONDITIONS, AND ONLINE TRUST ON THE IMPULSION TO BUY IMPULSIVELY IN THE M-COMMERCE CONTEXT

Author: 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 via hardware in the form of personal computers (PCs) or laptops, now consumers access online stores via smartphones, which are mobile devices. One phenomenon that is of concern is the rise in impulsive buying behavior when shopping online using smartphones, so this presents a challenge for business people to design their online shop websites into a mobile version. This raises the question of how the urge to buy impulsively, which in previous research often occurs in the context of physical stores, can also occur in online stores, especially through smartphone devices. Seeing this, this research aims to determine the influence of the quality of the mobile version of the online shop website on browsing activities in the online shop, flow conditions, online trust and the urge to buy impulsively. This research uses the Stimulus-Organism-Response (SOR) theory as a basis for thinking and the approach used in this research is a quantitative approach. Sampling was taken using a nonprobability sampling method, and the technique used was purposive sampling. Respondents in this study were 200 respondents. The analysis technique used in this research is Partial Least Square (PLS). The research results show that the quality of the mobile version of the online shop website has a positive influence on browsing activities in the online shop, flow conditions, and online trust. Then browsing activities in online stores have a positive influence on online trust and the urge to buy impulsively. Likewise, the variables of flow conditions and online trust also have an influence on the urge to buy impulsively. In this research, it was found that browsing activities in online stores did not have a significant influence on flow conditions.

Keywords: Quality of the mobile version of the online shop website, flow conditions, browsing activity in the online shop, online trust, urge to buy impulsively

 

Sources: http://repository.unair.ac.id/65348/