Impact Of Utilitarian And Hedonic Online Shopping Value On Woman Customer Perceived Value In Site Lazada

DOI

10.2991/icaess-19.2019.28How to use a DOI?

Keywords

Shopping Center; utilitarian value; hedonic value; Repurchase

Abstract

This study to determine the effect of the value of the internet shopping which is utilitarian value and hedonic value of the perceived value or perceived value to the female customers on fashion products on the site Lazada Indonesia for the creation of repurchase (repurchase intention). Respondents in this study are women in Batam whoever shopped online on the site Lazada Indonesia. The technique of collecting data is using questionnaires which is distributed online that aims to shorten the time due to a large enough number of respondents as many as 300 respondents. Test instruments research are using validity and reliability. Methods of data analysis used in this research is descriptive and Partial Least Square (PLS). The analytical tool is used to determine the extent of utilitarian value (X1) and hedonic value (X2) will affect the perceived value (Y) either partially or simultaneously on female customers in fashion products on the site Lazada. These results indicate that both partial and variables simultaneously utilitarian value (X1) and hedonic value (X2) positive and significant impact on the perceived value (Y).

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Shinta Wahyu Hati
PY  - 2019/12
DA  - 2019/12
TI  - Impact Of Utilitarian And Hedonic Online Shopping Value On Woman Customer Perceived Value In Site Lazada
BT  - Proceedings of the 1st International Conference on Applied Economics and Social Science (ICAESS 2019)
PB  - Atlantis Press
SP  - 208
EP  - 214
SN  - 2352-5398
UR  - https://doi.org/10.2991/icaess-19.2019.28
DO  - 10.2991/icaess-19.2019.28
ID  - Hati2019/12
ER  -