Abstract:
Purpose – The purpose of this study was to focus on Hedonic Motivation with
four dimension which are Adventure Shopping, Social Shopping, Value Shopping
and Idea Shopping through trust and purchase intention in the context of
Indonesian e-commerce with Customer to Customer business (C2C) based.
Design/ method – A 28 items instrument was distributed to people who have
done online shopping at Consumer to Consumer (C2C) e-commerce such as
Shopee, Tokopedia, Bukalapak.com, Kaskus, Berniaga.com, OLX, Elevenia, etc
both males and females. Demographic variables were age, gender, education
level, and monthly expenses for online shopping. With using simple random
sampling technique. Finally, the analysis was performed on 267 responses. SPSS
AMOS 22 test was performed to find out the significant influenced between
hedonic motivation, trust and purchase intention.
Findings – Analysis revealed strong relationship between hedonic motivation to
trust and to purchase intention.
Originality – Value of this research is the development of the theory and
implication of hedonic motivation in Customer to Customer business e-commerce
in Indonesia.
