Title: EFFECT OF E-SERVICESCAPE ON CONSUMER RESPONSE MEDIATED BY FLOW EXPERIENCE, TRUST AND STICKINESS IN MOBILE PHONE BASED ONLINE SHOPPING APPLICATION USERS

Author: RIFAN JEFRI SUNARSONO

Item Type: Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

 

Abstract


Consumer behavior in meeting their daily needs has been identified as experiencing quite drastic changes, especially in developing countries like Indonesia. Currently, online shopping applications are increasingly in demand as a service medium that can help them fulfill their daily needs. Seeing this phenomenon, it is crucial for online shopping application service providers to understand how e-servicescape can have an impact on consumers' online behavior. Through the conceptualization of SOR (stimulus-organism-responses) theory, researchers will present a conceptual framework that will represent the relationship between variables identified as quite crucial for marketers. This research will use 335 samples as respondents who represent online shopping users in Indonesia. Among the values ​​of this research is testing the relationship between the variables flow experience and stickiness which most likely has not been tested empirically and is still in the conceptual realm and also testing the relationship between variables in a more comprehensive way. In general, the test results using WarpPLS 5.0 show that almost all hypotheses are accepted except for the relationship between aesthetic appeal to stickiness and layout and functionality to stickiness which is indicated to be rejected because the stickiness variable in consumers is low. Researchers suggest increasing the Point of Difference (POD) in online shopping applications owned by marketers through a strategy of leveraging equity of another entity so that consumer stickiness can be increased. Apart from that, further research can identify each online shopping application to increase the accuracy of the generalization of the results

Keywords: E-Servicescape, M-Commerce, Flow Experience, Trust in the Online Shopping Application, Stickiness, Positive Attitude toward Brands, Revisit Intention, Word of Mouth

 

Sources: http://repository.unair.ac.id/64903/