The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction: survey of e-commerce customers in Indonesia
Abstract
The purpose of this study is to build an understanding of the influence of utilitarian value, hedonic value, social value, and perceived risk on e-commerce customer satisfaction in Indonesia. Data was collected through an online survey and analyzed using Structural Equation Modeling (SEM) with the WarpPLS tool version 6.0 which was then analyzed through Inferential Statistics analysis. The results of the study showed that utilitarian value significantly influences customer satisfaction. Hedonic value significantly influences customer satisfaction. However, the findings showed that social value did not have a significant effect on customer satisfaction, meaning that the level of the social value of e-commerce customers does not have a significant impact on the level of customer satisfaction. Finally, the results show, perceived risk significantly influences customer satisfaction.
Keyword : utilitarian value, hedonic value, social value, perceived risk, customer satisfaction, e-commerce
How to Cite
Evelina, T. Y., Kusumawati, A., Nimran, U., & Sunarti. (2020). The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction: survey of e-commerce customers in Indonesia . Business: Theory and Practice, 21(2), 613-622. https://doi.org/10.3846/btp.2020.12143
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple-item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Wolfinbarger, M., & Gilly, M. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34–55. https://doi.org/10.2307/41166074
Wood, C. M., & Scheer, L. K. (1996). Incorporating perceived risk into models of consumer deal assessment and purchase intent. Advances in Consumer Research, 23(1), 399–404.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Arnold, M. J., & Reynolds, K. (2003). Hedonic shopping motivations. Journal of Reiling, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Avcilar, M. Y., & Özsoy, T. (2015). Determining the effects of perceived utilitarian and Utilitarian Value on Online shopping intentions. International Journal of Marketing Studies, 7(6), 27–49. https://doi.org/10.5539/ijms.v7n6p27
Bauer, R. A. (1960). Consumer behavior as risk taking. In R. S. Hancock (Ed.), Dynamic marketing for a Changing World: Proceedings of the 43rd National Conference of the American Marketing Association (pp. 389–398). Chicago American Marketing Association.
Boksberger, P. E., Bieger, T., & Laesser, C. (2007). Multidimensional analysis of Perceived Risk in commercial air travel. Journal of Air Transport Management, 13(2), 90–96. https://doi.org/10.1016/j.jairtraman.2006.10.003
Cheng, C., & Lee, A. (2011). The influences of relationship marketing strategy and transaction cost on customer satisfaction, perceived risk, and customer loyalty. African Journal of Business Management, 5(13), 5199–5209.
Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2012). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, utilitarian value, and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x
Chunmei, G., & Weijun, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Constantin, A. M. (2013). The antecedents of e-satisfaction and e-loyalty. Timisoara Journal of Economics, 5(2), 236–252.
Hanzaee, K. H., & Rezaeyeh, S. P. (2013). Investigation of the effects of utilitarian value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818–825.
Hu, T., Kettinger, W. J., & Poston, R. S. (2014). The effect of online Social Value on satisfaction and continued use of social media. European Journal of Information Systems, 24(4), 391–410. https://doi.org/10.1057/ejis.2014.22
Hunter, L. M., Kasouf, C. J., Celuch, K. G., & Curry, K. A. (2004). A classification of business-to-business buying decisions: risk importance and probability as a framework for e-business benefits. Industrial Marketing Management, 33(2), 145–154. https://doi.org/10.1016/S0019-8501(03)00058-0
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, (November/December), 88–99.
Kang, H. Y, & Kim, J. (2017). Customer’s social value perception and enterprise’s sustainability: focus on social enterprise. Journal of Marketing Thought, 4(2), 71–77.
Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: a study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 31, 22–31. https://doi.org/10.1016/j.jretconser.2016.03.005
Malhotra, N. K. (1996). Marketing research. An applied orientation (2nd ed.). Salemba Empat. Jakarta.
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and Perceived Risk. Journal of Retailing and Consumer Services, 25(2015), 81–95. https://doi.org/10.1016/j.jretconser.2015.03.008
Molinillo, S., Gómez-Ortiz, B., Pérez-Aranda, J., & Navarro-García, A. (2017). Building customer loyalty: the effect of experiential state, the value of shopping, and trust and perceived value of service on online clothes shopping. Clothing and Textiles Research Journal, 35(3), 156–171. https://doi.org/10.1177/0887302X17694270
Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118–131. https://doi.org/10.1002/cb.163
Prebensen, N. K., & Rosengren, S. (2016). Experience value as a function of hedonic and utilitarian dominant services. International Journal of Contemporary Hospitality Management, 28(1). https://doi.org/10.1108/IJCHM-02-2014-0073
Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions. International Journal of Retail and Distribution Management, 34(1), 6–24. https://doi.org/10.1108/09590550610642792
Sheth, J. N., & Mittal, B. (2004). Consumer behavior: a managerial perspective (2nd ed.). South-Western, USA.
Singarimbun, M., & Sofian, E. (1989). Metode Penelitian Survai. LP3ES. Jakarta.
Solimun, Fernandes, A. A. R., & Nurjannah. (2017). Metode Statistika Multivariate: Permodelan Struktural (SEM) Pendekatan WarpPLS. UB Press.
Sugiyono. (2015). Metode Penelitian Untuk Manajemen. Penerbit Alfabeta. Yogyakarta.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple-item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Wolfinbarger, M., & Gilly, M. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34–55. https://doi.org/10.2307/41166074
Wood, C. M., & Scheer, L. K. (1996). Incorporating perceived risk into models of consumer deal assessment and purchase intent. Advances in Consumer Research, 23(1), 399–404.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302