ANALYSIS OF CONSUMER ONLINE SHOPPING BEHAVIOR IN THE MARKET PLACE CONTEXT IN INDONESIA
Keywords:
Online Shopping Behavior, Online Shopping Orientation, Online Shopping Experience, Online Shopping Trust
Abstract
Online purchasing behavior is the process of buying products via the internet and the process has different steps unlike physical purchasing behavior. This research aims to analyze consumer online shopping behavior by identifying consumer online purchasing behavior in the form of consumer experience in online shopping which is formed from online shopping orientation, online shopping experience, and online shopping trust in marketplaces in Indonesia. This research uses a phenomenological design to explore and analyze data. The research findings show that almost all participants carry out online shopping activities related to three aspects that form online shopping behavior, namely online shopping orientation, online shopping experience, and online shopping trust. The participants experience in doing online shopping is because there is a comfort orientation, a pleasant experience, and they already understand that online stores can be trusted as a destination for online shopping activities.
References
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Azifah, N.,& Dewi, C. K. (2016). Pengaruh Shopping Orientation, Online Trust, Prior Online Shopping Experience Terhadap Online Purchase Intention (Studi Pada Online Shop Hijabi House). Bina Ekonomi, 20(2), 127–139.
Aziz, N. N. A., & Wahid, N. A. (2018). Why Consumers are Hesitant to Shop Online: The Major Concerns towards Online Shopping. International Journal of Academic Research in Business and Social Sciences, 8(9), 1175–1185. doi: 10.6007/IJARBSS/v8- i9/4689
Bacik, R., Gavurova, B., Fedorko, R., & Olearova, M. (2020). Using Digital Devices in the Online Shopping: a Study of Demographic Differences. Marketing and Management of Innovations, 4(1), 154–167. doi:10.21272/mmi.2020.4-12
Bandara, R., Fernando, M., & Akter, S. (2019). Explicating the Privacy Paradox: A Qualitative Inquiry of Online Shopping Consumers. Journal of Retailing and Consumer Services, 52(1), 220–233. doi:10.1016/j.jretconser.2019.101947
Bhatti, A.,& Rehman, S. U. (2020). Factors Effecting Online Shopping Behaviour with Trust as a Moderation. Jurnal Pengurusan, 60(09), 109–122. doi: 10.17576/pengurusan-2020-60-09
Bilgihan, A. (2016). Gen Y customer loyalty in Online Shopping: an Integrated Model of Trust, User Experience and Branding. Computers in Human Behavior, 61(1), 103–113. doi: 10.1016/j. chb.2016.03.014.
Carter, N., Lukosius, D.B., Dicenso, A., Blythe, J. & Neville, A. J. (2014). The Use of Triangulation in Qualitative Research. Oncol Nurs Forum., 41(5), 545–547.
Chaturvedi, D., Gupta, D. and Singh Hada, D. (2016). Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: an Exploratory Study in Context of Rajasthan. International Review of Management and Marketing, 6(4), 935–943. doi: 10.2139/ssrn.3204971
Chen, N.H. & Hung, Y. W. (2015). Online Shopping Orientation and Purchase Behavior for High-Touch Products. International Journal of Electronic Commerce Studies., 6(2), 187–202. doi:10.7903/ijecs.1401
Choshin, M., & Ghaffari, A. (2017). An Investigation of the Impact of Effective Factors on the Success of E-Commerce in Small- and Medium-Sized Companies. Computers in Human Behavior, 66(1), 67–74. doi: 10.1016/j.chb.2016.09.026 6.
Chouhan, R. (2017). E-Business and E-Commerce Management (Strategy, Implementation and Practice). Pacific Business Review International, 9(10), 135–136.
Cresswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th Editio). Sage Publication Ltd.
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Ghouri, A. M., Haq, M. A. U., & Khan, N. R. (2017). Customer Perception on Online Purchase Intention: the Impact of Online Shopping Orientations on Online Buying Intention. The Eurasia Proceedings of Science, Technology, Engineering & Mathematics, 1(1), 76–82.
Goh, K. Y., Chu, J., & Wu, J. (2015). Mobile Advertising: An Ampirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response. Journal of Interactive Marketing, 30(1), 34–35.
Ha, N., & Nguyen, T. (2019). The effect of Trust on Consumers’ Online Purchase Intention: An Integration of TAM and TPB. Ha, N., & Nguyen, T., 9(9), 1451–1460.
Huseynov, F., & Yildirim, S. Ö. (2016). Internet Users Attitudes Toward Business-to-Consumer Online Shopping: A survey. Information Development, 32(3), 452–465. doi:10.1177/0266666914554811
Hutahuruk, B.D.,Naibaho, J.F. & Rumahorbo, B. (2017). Analisis dan Perancangan Aplikasi Marketplace Cinderamata Khas Batak Berbasis Android. Jurnal Methodika, 3(1), 242–246. doi: 10.46880/mtk.v3i1.42
Ivanova, A. S., Holionko, N., Tverdushka, T. B. & Yakymchuk, A. (2019). The Strategic Management in Terms of an Enterprise’s Technological Development. Journal of Competitiveness, 25(2), 40–56. doi:10.7441/joc.2019.04.03 17.
Jayasubramanian, P., Sivasakthi, D. & Ananthi, P. K. (2015). A study on Customer Satisfaction Towards Online Shopping. International Journal of Applied Research, 1(8), 489–495. www.academia.edu/download/54009715/1-7-136.pdf
John, A., Mathew, J., & Nair, S. (2024). El Papel de la Orientación y la Confianza en las Compras Electrónicas en la Predicción del Comportamiento de Compra Impulsiva. : Un Estudio Basado en Miembros de la Generación Y en la India. Revista De Métodos Cuantitativos Para La Economía Y La Empresa, 37(1), 1–10. doi: 10.46661/rev.metodoscuant.econ.empresa.6098
Johnson, O., Cho, H.,& Patwary, S. (2022). Online Shopping Orientation of Latino Millenial Generational Cohort. Journal of Consumer Behavior, 22(1), 14–26. doi:10.1002/cb.2107
Karthikeyan, K. (2016). Problems Faced by Online Customers. International Journal of Current Research and Modern Education (IJCRME), 1(1), 166–169.
Kim, Do Yuon, & H.-Y. K. (2021). Trust Me, Trust Me Not: A Nuanced View of Influencer Marketing on Social Media. Journal of Business Research, 134(1), 223–232.
Kim, H., Lee, D., & Ryu, M. H. (2018). An Optimal Strategic Business Model for Small Businesses Using Online Platforms. Sustainability. Sustainability, 10(3), 1–11. doi:10.3390/su10030579 19
Kooli, K., Ben Mansour, K., & Rizky, U. (2014). Determinants of Online Trust and Their Impact on Online Purchase Intention. Kooli, K., Ben Mansour, K., & Rizky, U., 9(3), 305–319.
Lestari, S. . (2015). Shopping Online Sebagai Gaya Hidup. Jurnal Ilmu Sosial., 14(2), 24–41. doi:10.14710/jis.14.2.2015.24-41
Li, H. X. (2015). Research on the Path Selection of Electronic Commerce Industry Development. 1(9), 125–129.
Liias, H., Rahman, M.K.A., Rashid, E.E.W., Othman, A.K., Saihaini, S.B., Sharkawi, I., & Malini, H. (2022). The Influence of Impulse Purchase Orientation, Brand Orientation, Prior Online Purchase Experience and Online Trust on Online Purchase Intention Among Working Adults in Kuala Lumpur, Malaysia. International Journal of Academic Research in Business and Social Science, 12(10), 1476 – 1488. doi:10.6007/IJARBSS/v12-i10/14877
Long, Z. (2017). Research on Competitive Strategies of E-commerce Companies from the Perspective of Internet Economy. Agro Food Industry Hi-Tech, 28(3), 3436–3439.
Mahkota, A.P., Suyadi, I., & Riyadi, R. (2014). Pengaruh Kepercayaan dan Kenyamanan Terhadap Keputusan Pembelian Online ( Studi Pada Pelanggan Website Ride Inc). Jurnal Administrasi Bisnis, 8(2), 1–7. https://media.neliti.com
Mahliza, F. (2020). Consumer Trust in Online Purchase Decision EPRA. International Journal of Multidisciplinary Research (IJMR), 6(2), International Journal of Multidisciplinary Researc.
Ngwawe, E.O., Abade, E.O.,& Mburu, S. N. (2022). Principle Component of Trust in eCommerce Platforms From the Consumer Perspektif. Journal of Cyber Security in Computer System., 1(1), 39–53. doi: 10.46610/jcscs.2022.v01i01.001
Onate, C. G. (2016). E-commerce in Spain and the Strategy of Online Branding: The Apps As Platform for Shopping. Revista Comunicacao Midiatica, 11(3), 230–250.
Pappas, I. O. G., Pateli, A. N., Giannakos, M., & Chrissikopoulos, V. (2014). Moderating Effects of Online Shopping Experience on Customer Satisfaction and Repurchase Intentions. International Journal of Retail & Distribution Management, 42(3), 187–204.
Pilík, M., Juřičková, E., & Kwarteng, M. A. (2017). On-line Shopping Behavior in the Czech Republic Under the Digital Transformation of Economy. Economic Annals-XXI, 165(5), 119–123. doi:10.21003/ea.V165-24 42.
Rishi, B., & Khasawneh, A. H. M. A. (2017). Determinants of Online Purchase Intention: A Study of Emirati Consumers. International Journal of Islamic Marketing and Branding, 2(3), 200–214.
Rooshenas L, Paramasivan S, Jepson M, D. J. (2019). Intensive Triangulation of Qualitative Research and Quantitative Data to Improve Recruitment to Randomized Trials: The QuinteT Approach. Qualitative Health Research, 29(5), 672–679. doi:10.1177/1049732319828693
Tuffour, I. (2017). A Critical Overview of Interpretative Phenomenological Analysis : A Contemporary Qualitative Research Approach. Journal of Healthcare Communications, 2(4), 1–5. doi:10.4172/2472.1654.10093
Wu, I.-L., & Wu, S. M. (2015). A Strategy-Based Model for Implementing Channel Integration in E-Commerce. Internet Research, 25(2), 239–261. doi:10.1108/IntR-10-2013-0212
Zakiyah, L., Yateno, Y., & Imantoro, J. (2021). Pengaruh Shopping Lifestyle dan Hedonic Shopping Terhadap Impulse Buying dari Penjualan Online di Media Sosial Instagram (Studi Pada Mahasiswa FEB UM Metro). Jurnal Manajemen Diversifikasi., 1(1), 68–84. doi:10.24127/diversifikasi.v1i1.508
Agift, A., Rekha, V. & Nisha, C. (n.d.). Consumers attitude towards online shopping. Research Journal of Family, Community and Consumer Sciences, 2(8), 4–7. www. isca.in/FAMILY_SCI/Archive/v2/i8/2.ISCA-RJFCCS-2014-017.php
Ahyan, C., Domitran, Z., Radunovic, N.B., & Tavakoli, S. D. (2016). Phenomenology and Media Literacy, The Turkish Online. Journal of Design, Art, and Communication, 6(2), 91–104. doi: 10.7456/10602100/003
Al-Khateeb, B.A.A., Jaoua, F.M., & Mohamed, E. S. A. (2023). The Impact of Attitude Towards Online Shopping in Stengthening the Relationship Between Online Shopping Experience and E-Customer Engagement. International Journal of Customer Relationship Marketing and Management (IJCRMM)., 14(1), 1–25. doi: 10.4018/ijcrmm.327869
Ali, S., Khalid, N., Javed, H.M.U.,& Islam, D. M. Z. (2021). Consumer Adoption of Online Food Delivery Ordering (OFDO) Services in Pakistan: The Impact of the Covid-19 Pandemic Situation. Journal Open Innovation Technology Mark Complex, 7(1), 1–10. doi: 10.3390/joitmc7010010
Azifah, N.,& Dewi, C. K. (2016). Pengaruh Shopping Orientation, Online Trust, Prior Online Shopping Experience Terhadap Online Purchase Intention (Studi Pada Online Shop Hijabi House). Bina Ekonomi, 20(2), 127–139.
Aziz, N. N. A., & Wahid, N. A. (2018). Why Consumers are Hesitant to Shop Online: The Major Concerns towards Online Shopping. International Journal of Academic Research in Business and Social Sciences, 8(9), 1175–1185. doi: 10.6007/IJARBSS/v8- i9/4689
Bacik, R., Gavurova, B., Fedorko, R., & Olearova, M. (2020). Using Digital Devices in the Online Shopping: a Study of Demographic Differences. Marketing and Management of Innovations, 4(1), 154–167. doi:10.21272/mmi.2020.4-12
Bandara, R., Fernando, M., & Akter, S. (2019). Explicating the Privacy Paradox: A Qualitative Inquiry of Online Shopping Consumers. Journal of Retailing and Consumer Services, 52(1), 220–233. doi:10.1016/j.jretconser.2019.101947
Bhatti, A.,& Rehman, S. U. (2020). Factors Effecting Online Shopping Behaviour with Trust as a Moderation. Jurnal Pengurusan, 60(09), 109–122. doi: 10.17576/pengurusan-2020-60-09
Bilgihan, A. (2016). Gen Y customer loyalty in Online Shopping: an Integrated Model of Trust, User Experience and Branding. Computers in Human Behavior, 61(1), 103–113. doi: 10.1016/j. chb.2016.03.014.
Carter, N., Lukosius, D.B., Dicenso, A., Blythe, J. & Neville, A. J. (2014). The Use of Triangulation in Qualitative Research. Oncol Nurs Forum., 41(5), 545–547.
Chaturvedi, D., Gupta, D. and Singh Hada, D. (2016). Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: an Exploratory Study in Context of Rajasthan. International Review of Management and Marketing, 6(4), 935–943. doi: 10.2139/ssrn.3204971
Chen, N.H. & Hung, Y. W. (2015). Online Shopping Orientation and Purchase Behavior for High-Touch Products. International Journal of Electronic Commerce Studies., 6(2), 187–202. doi:10.7903/ijecs.1401
Choshin, M., & Ghaffari, A. (2017). An Investigation of the Impact of Effective Factors on the Success of E-Commerce in Small- and Medium-Sized Companies. Computers in Human Behavior, 66(1), 67–74. doi: 10.1016/j.chb.2016.09.026 6.
Chouhan, R. (2017). E-Business and E-Commerce Management (Strategy, Implementation and Practice). Pacific Business Review International, 9(10), 135–136.
Cresswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th Editio). Sage Publication Ltd.
George, O.J., Ogunkoya, O.A., Lasisi, J.O. and Elumah, L. O. (2015). Risk and trust in online shopping: experience from Nigeria. International Journal of African and Asian Studies, 11(1), 71–78. https://iiste.org/Journals/index.php/JAAS/article/view/23937
Ghouri, A. M., Haq, M. A. U., & Khan, N. R. (2017). Customer Perception on Online Purchase Intention: the Impact of Online Shopping Orientations on Online Buying Intention. The Eurasia Proceedings of Science, Technology, Engineering & Mathematics, 1(1), 76–82.
Goh, K. Y., Chu, J., & Wu, J. (2015). Mobile Advertising: An Ampirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response. Journal of Interactive Marketing, 30(1), 34–35.
Ha, N., & Nguyen, T. (2019). The effect of Trust on Consumers’ Online Purchase Intention: An Integration of TAM and TPB. Ha, N., & Nguyen, T., 9(9), 1451–1460.
Huseynov, F., & Yildirim, S. Ö. (2016). Internet Users Attitudes Toward Business-to-Consumer Online Shopping: A survey. Information Development, 32(3), 452–465. doi:10.1177/0266666914554811
Hutahuruk, B.D.,Naibaho, J.F. & Rumahorbo, B. (2017). Analisis dan Perancangan Aplikasi Marketplace Cinderamata Khas Batak Berbasis Android. Jurnal Methodika, 3(1), 242–246. doi: 10.46880/mtk.v3i1.42
Ivanova, A. S., Holionko, N., Tverdushka, T. B. & Yakymchuk, A. (2019). The Strategic Management in Terms of an Enterprise’s Technological Development. Journal of Competitiveness, 25(2), 40–56. doi:10.7441/joc.2019.04.03 17.
Jayasubramanian, P., Sivasakthi, D. & Ananthi, P. K. (2015). A study on Customer Satisfaction Towards Online Shopping. International Journal of Applied Research, 1(8), 489–495. www.academia.edu/download/54009715/1-7-136.pdf
John, A., Mathew, J., & Nair, S. (2024). El Papel de la Orientación y la Confianza en las Compras Electrónicas en la Predicción del Comportamiento de Compra Impulsiva. : Un Estudio Basado en Miembros de la Generación Y en la India. Revista De Métodos Cuantitativos Para La Economía Y La Empresa, 37(1), 1–10. doi: 10.46661/rev.metodoscuant.econ.empresa.6098
Johnson, O., Cho, H.,& Patwary, S. (2022). Online Shopping Orientation of Latino Millenial Generational Cohort. Journal of Consumer Behavior, 22(1), 14–26. doi:10.1002/cb.2107
Karthikeyan, K. (2016). Problems Faced by Online Customers. International Journal of Current Research and Modern Education (IJCRME), 1(1), 166–169.
Kim, Do Yuon, & H.-Y. K. (2021). Trust Me, Trust Me Not: A Nuanced View of Influencer Marketing on Social Media. Journal of Business Research, 134(1), 223–232.
Kim, H., Lee, D., & Ryu, M. H. (2018). An Optimal Strategic Business Model for Small Businesses Using Online Platforms. Sustainability. Sustainability, 10(3), 1–11. doi:10.3390/su10030579 19
Kooli, K., Ben Mansour, K., & Rizky, U. (2014). Determinants of Online Trust and Their Impact on Online Purchase Intention. Kooli, K., Ben Mansour, K., & Rizky, U., 9(3), 305–319.
Lestari, S. . (2015). Shopping Online Sebagai Gaya Hidup. Jurnal Ilmu Sosial., 14(2), 24–41. doi:10.14710/jis.14.2.2015.24-41
Li, H. X. (2015). Research on the Path Selection of Electronic Commerce Industry Development. 1(9), 125–129.
Liias, H., Rahman, M.K.A., Rashid, E.E.W., Othman, A.K., Saihaini, S.B., Sharkawi, I., & Malini, H. (2022). The Influence of Impulse Purchase Orientation, Brand Orientation, Prior Online Purchase Experience and Online Trust on Online Purchase Intention Among Working Adults in Kuala Lumpur, Malaysia. International Journal of Academic Research in Business and Social Science, 12(10), 1476 – 1488. doi:10.6007/IJARBSS/v12-i10/14877
Long, Z. (2017). Research on Competitive Strategies of E-commerce Companies from the Perspective of Internet Economy. Agro Food Industry Hi-Tech, 28(3), 3436–3439.
Mahkota, A.P., Suyadi, I., & Riyadi, R. (2014). Pengaruh Kepercayaan dan Kenyamanan Terhadap Keputusan Pembelian Online ( Studi Pada Pelanggan Website Ride Inc). Jurnal Administrasi Bisnis, 8(2), 1–7. https://media.neliti.com
Mahliza, F. (2020). Consumer Trust in Online Purchase Decision EPRA. International Journal of Multidisciplinary Research (IJMR), 6(2), International Journal of Multidisciplinary Researc.
Ngwawe, E.O., Abade, E.O.,& Mburu, S. N. (2022). Principle Component of Trust in eCommerce Platforms From the Consumer Perspektif. Journal of Cyber Security in Computer System., 1(1), 39–53. doi: 10.46610/jcscs.2022.v01i01.001
Onate, C. G. (2016). E-commerce in Spain and the Strategy of Online Branding: The Apps As Platform for Shopping. Revista Comunicacao Midiatica, 11(3), 230–250.
Pappas, I. O. G., Pateli, A. N., Giannakos, M., & Chrissikopoulos, V. (2014). Moderating Effects of Online Shopping Experience on Customer Satisfaction and Repurchase Intentions. International Journal of Retail & Distribution Management, 42(3), 187–204.
Pilík, M., Juřičková, E., & Kwarteng, M. A. (2017). On-line Shopping Behavior in the Czech Republic Under the Digital Transformation of Economy. Economic Annals-XXI, 165(5), 119–123. doi:10.21003/ea.V165-24 42.
Rishi, B., & Khasawneh, A. H. M. A. (2017). Determinants of Online Purchase Intention: A Study of Emirati Consumers. International Journal of Islamic Marketing and Branding, 2(3), 200–214.
Rooshenas L, Paramasivan S, Jepson M, D. J. (2019). Intensive Triangulation of Qualitative Research and Quantitative Data to Improve Recruitment to Randomized Trials: The QuinteT Approach. Qualitative Health Research, 29(5), 672–679. doi:10.1177/1049732319828693
Tuffour, I. (2017). A Critical Overview of Interpretative Phenomenological Analysis : A Contemporary Qualitative Research Approach. Journal of Healthcare Communications, 2(4), 1–5. doi:10.4172/2472.1654.10093
Wu, I.-L., & Wu, S. M. (2015). A Strategy-Based Model for Implementing Channel Integration in E-Commerce. Internet Research, 25(2), 239–261. doi:10.1108/IntR-10-2013-0212
Zakiyah, L., Yateno, Y., & Imantoro, J. (2021). Pengaruh Shopping Lifestyle dan Hedonic Shopping Terhadap Impulse Buying dari Penjualan Online di Media Sosial Instagram (Studi Pada Mahasiswa FEB UM Metro). Jurnal Manajemen Diversifikasi., 1(1), 68–84. doi:10.24127/diversifikasi.v1i1.508
Published
2024-11-10
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Copyright (c) 2024 Titin Ekowati, Susi Widjajani, Intan Puspitasari, Endah Pri Ariningsih
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