THE INFLUENCE OF HEDONIC & UTILITARIAN SHOPPING MOTIVATION IN INDONESIA E-COMMERCE

Abstract

Purpose The purpose of this research is to analyze whether purchase intention is influenced by search intention, cognitive trust and perceived risk based on utilitarian shopping motivation, hedonic shopping motivation, security and privacy aspect in Indonesia online retail store. Design/methodology/approach In this research, researcher use quantitative analysis and working through questionnaire that have distributed to 330 respondents who had purchased product through online at least three times in 2017. SPSS and AMOS will be used to analysis data which includes validity & reliability, and hypothesis testing in Structural Equation Model. Findings Research found that utilitarian shopping motivation, hedonic shopping motivation, and privacy all have significant influence towards search intention. Privacy and security as well influence in cognitive trust and perceived risk. Meanwhile, search intention and cognitive trust have effect on customer intention to purchase. Originality/value There is no framework of research same with researcher exactly. Researcher believe that this research is first time conducted in Indonesia.