THE MEDIATING EFFECT OF CUSTOMER DELIGHT ON FOREIGN E-COMMERCE PLATFORM

Abstract

This research aims to study the effect of customer delight on a foreign e-commerce platform in Indonesia. People use e-commerce platforms not only because it is convenient but also because we can find anything we want, such as clothes, foods, watches, beauty products, and many other things. In 2021 all foreign e-commerce platform does not seem to increase customers’ visits as much as Indonesia e-commerce platform; even some of the e-commerce platform is decreased in customer visits. E-commerce platforms should provide promotions that are never expected from the customer. This research used quantitative analysis and obtained the data by distributed online questionnaire. The questionnaire consists of 31 questions with 302 valid respondents. The respondent of the questionnaire are people that had experience using foreign e-commerce platforms. Variable used in this study are promotion, innovativeness, customer delight, E-WOM, and revisit intention. This research used descriptive analysis and SEM analysis. The findings show that 1) promotion has a positive influence on customer delight 2) innovativeness has a positive influence on customer delight 3) customer delight has a positive influence on E-WOM 4) customer delight has a positive influence on revisit intention 5) promotion has a negative influence on E-WOM 6) innovativeness has a negative influence on revisit intention.