Title: THE INFLUENCE OF CONSUMER PERCEPTIONS ON WEB ATMOSPHERE TASK RELEVANT CUES ON EMOTIONS AND INTENTIONS TO MOVE ONLINE STORE, THE CASE OF THE WEBSITE OF THE CIVILIAN HOUSE ONLINE MUSLIM CASH SHOP.
Author: NUR DIANA KAMALIA
Item Type : Thesis (Thesis)
Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This research aims to analyze the influence of consumer perceptions of task relevant signals in the atmosphere of online shop websites on emotions and intentions to switch online shops, in the case of the Muslim fashion website Rumah Madani. This study is a confirmatory study by carrying out several hypothesis tests to describe the causal relationship of all variables. The research population is all visitors to the Rumah Madani website who make online purchases, whether using public facilities or private facilities. Technical analysis to test the research hypothesis was carried out using Structural Equation Modeling (SEM) which was supported by the AMOS 18 program. The research results showed that consumer perceptions of the task relevant signals studied had a positive and significant effect on consumer emotions. Meanwhile, consumer emotions have a positive and significant effect on online shop switching behavior. The results of this research are useful for providing scientific information regarding the variables studied, including consumer perceptions of task relevant signals in the online atmosphere, emotions and intention to switch to online stores. The results of this research can also be used by online businesses as a guide to understanding consumer behavior.
Keywords: Web atmospheric signals, emotions and transfer intent
Sources: http://repository.unair.ac.id/37027/
