THE INFLUENCE OF HEDONIC MOTIVATION TOWARDS PURCHASE INTENTION FOR ONLINE SHOPPING IN INDONESIA

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.