Factors Influencing Online Buying Behavior: A Case of Shopee Customers
DOI:
https://doi.org/10.52812/msbd.34Keywords:
Relative Importance Index, Customer Buying Behavior, Online Shopping, Marketing and sales, ShopeeAbstract
This research aims to gain an understanding into the factors influencing customer buying behavior on e-commerce platforms such as Shopee, particularly from a behavioral standpoint. The current study identified 23 factors influencing online buying behavior, and then evaluated the performance of Shopee on these factors using the Relative Importance Index (RII). The results revealed that quality of product (or service), customer knowledge of the product, price of product, and shop's reputation are most important factors. Relatively least important factors are impulsive buying behavior, perceived enjoyment, tagline, and mood. The study concludes with important implications for the electronic retailers.
References
Abd Aziz, N. N., & Abd Wahid, N. (2018). Factors influencing online purchase intention among university students. International Journal of Academic Research in Business and Social Sciences, 8(7). https://doi.org/10.6007/IJARBSS/v8-i7/4413
Adika, R., & Subandrio, S. (2021). The Effect of Electronic Commerce and Brand Awareness on Purchasing Decisions at Shopee Online Shopping. BIMA JOURNAL: Business, Management, and Accounting Journal, 2(1), 53-66. https://doi.org/10.37638/bima.2.1.53-66
Afrianto, A. P., & Irwansyah, I. (2021). Exploration of Community Conditions in Choosing Online Shopping through Shopee During the Covic-19 Pandemic in Indonesia [Eksplorasi Kondisi Masyarakat dalam Memilih Belanja Online melalui Shopee Selama masa Pandemi Covid-19 di Indonesia]. Jurnal Teknologi Dan Sistem Informasi Bisnis, 3(1), 10-29. https://doi.org/10.47233/jteksis.v3i1.181
Agustini, P. (2021). Netizens Increase, Indonesia Needs to Increase Cultural Values on the Internet [Warganet Meningkat, Indonesia Perlu Tingkatkan Nilai Budaya di Internet]. Kominfo. https://aptika.kominfo.go.id/2021/09/warganet-meningkat-indonesia-perlu-tingkatkan-nilai-budaya-di-internet/.
Amrullah, M. F. (2021). The Effect of Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchases of Shopee E-Commerce Users in Indonesia [Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia]. Journal of Economics, Business, & Entrepreneurship, 2(1), 1-5. https://doi.org/10.29303/alexandria.v2i1.28
Andrian. (2019). Digital Marketing and Product Variety on Shopee Online Store Customer Buying Interest (Case Study on Management Study Program Students, Faculty of Economics, Bhayangkara University, Jakarta Raya Year 2016) [Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016)]. Ekspektra : Jurnal Bisnis Dan Manajemen, 3(1), 14–24. https://doi.org/10.25139/ekt.v3i1.1430
Anggara, A. W., & Santosa, S. B. (2019). The Effect of Website Quality, Perceived Value and Trust on Repurchase Interest with Consumer Satisfaction as an Intervening Variable (Study on Shopee. co.id e-commerce consumers in Semarang City) [Pengaruh Kualitas Situs Web, Nilai yang Dipersepsikan dan Kepercayaan terhadap Minat Beli Ulang dengan Kepuasan Konsumen sebagai Variabel Intervening (Studi pada konsumen e-commerce Shopee. co. id di Kota Semarang)] (Undergraduate thesis). Fakultas Ekonomika dan Bisnis. http://eprints.undip.ac.id/75670/
Batubara, B. S., Rini, E. S., & Lubis, A. N. (2021). Effect of Customer Trust, Tagline, Flash Sale, and Ease of Use on Purchasing Decisions (Case Study on Shopee Marketplace Users in Medan City). International Journal of Research, 8(2), 107–112. https://doi.org/10.52403/ijrr.20210218
Baubonienė, Ž., & Gulevičiūtė, G. (2015). E-Commerce Factors Influencing Customers' Online Shopping Decision. Socialnės Technologijos, 5(1), 62–73. https://doi.org/10.13165/ST-15-5-1-06
Bhatti, A., Rehman, S. U., Kamal, A. Z., & Akram, H. (2021). Factors Effecting Online Shopping Behaviour with Trust as Moderation. Jurnal Pengurusan, 60, 109-122. https://doi.org/10.17576/pengurusan-2020-60-09
Ching, K. C., Hasan, Z. R. A., & Hasan, N. A. (2021). Factors Influencing Customers in Using Shopee for Online Purchase Intention in East Coast Malaysia. UMT Journal of Undergraduate Research, 3(1). https://doi.org/10.46754/umtjur.2021.01.006
Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems, 19(1), 21-36. https://doi.org/10.19030/ijmis.v19i1.9086
Databoks. (2021). Indonesia's E-Commerce Sales Projected to be the Largest in Southeast Asia in 2021 (Penjualan E-Commerce Indonesia Diproyeksi Paling Besar di Asia Tenggara pada 2021). Katadata. https://databoks.katadata.co.id/datapublish/2021/09/21/penjualan-e-commerce-indonesia-diproyeksi-paling-besar-di-asia-tenggara-pada-2021
Edward, M. N., & Utami, S. (2020). The Effect of Acquisition Value on E-Loyalty Medited by E-Satisfaction on E-Commerce Shopee at Syiah Kuala University Students [Pengaruh Nilai Akuisisi dan Nilai Transaksi terhadap E-Loyalty yang di Mediasi oleh E-Satisfaction pada E-Commerce Shopee di Kalangan Mahasiswa Universitas Syiah Kuala]. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 5(1), 220-235. https://doi.org/10.24815/jimen.v5i1.14
Gupta, P. (2011). Shopping Impulses, Online vs Off. The New York Times. https://www.nytimes.com/roomfordebate/2011/12/01/save-america-shop-at-work/shopping-impulses-online-vs-off. Accessed on 23 October 2021.
Handayani, N. T., & Usman, O. (2021). The Effect of Online Customer Review, Influencer Marketing, Quality Website on Purchase Decisions Online on Online Marketplace Shopee. SSRN. http://dx.doi.org/10.2139/ssrn.3768483
Hermawan, D. J. (2021). Factors Affecting Interest in Buying Online [Faktor-Faktor Yang Mempengaruhi Minat Beli Online]. Jurnal Ilmiah Ecobuss, 9(2), 100-110. https://doi.org/10.51747/ecobuss.v9i2.848
Hertanto, A. D., & Sulhaini, H. L. E. (2020). Effect of Flash Sale Method, Product Knowledge and in Home Shopping Tendency Toward Customer Online Purchase Decisions. RJOAS, 6(102), 2020-06. https://doi.org/10.18551/rjoas.2020-06.12
Huseynov, F., & Yıldırım, S. Ö. (2016). Internet users' attitudes toward business-to-customer online shopping: A survey. Information Development, 32(3), 452-465. https://doi.org/10.1177/0266666914554812
Husti, I., & Mahyarni, M. (2019). Islamic leadership, innovation, competitive advantages, and performance of SMEs in Indonesia. East Asia, 36(4), 369-383. https://doi.org/10.1007/s12140-019-09325-7
iPrice. (2021). Explore the Competition of Online Stores in Indonesia (Telusuri Persaingan Toko Online di Indonesia). iPrice Group Sdn Bhd. https://iprice.co.id/insights/mapofecommerce/
Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of customers. International Journal of Marketing Studies, 4(5), 81. https://doi.org/10.5539/ijms.v4n5p81
Javed, S. A., & Javed, S. (2015). The impact of product's packaging color on customers' buying preferences under time pressure. Marketing and Branding Research, 2(1), 4-14. https://doi.org/10.33844/mbr.2015.60293
Kearney, A. T. (2013). Recasting the retail store in today's omnichannel world. Kearney. https://www.co.kearney.com/customer-retail/article?/a/recasting-the-retail-store-in-today-s-omnichannel-world. Accessed on 23 October 2021.
Kim, D., & Ammeter, A. P. (2018). Shifts in online customer behavior: a preliminary investigation of the net generation. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 1–25. https://doi.org/10.4067/S0718-18762018000100102
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2021). Marketing management: An Asian perspective. Research Collection Lee Kong Chian School of Business. https://ink.library.smu.edu.sg/lkcsb_research/137
Li, X., Zhao, X., & Pu, W. (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55, 102093. https://doi.org/10.1016/j.jretconser.2020.102093
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia Economics and Finance, 35, 401-410. https://doi.org/10.1016/S2212-5671(16)00050-2
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International Business Research, 3(3), 63. https://doi.org/10.5539/ibr.v3n3p63
Luthfiana, N. A., & Hadi, S. P. (2019). Effect of Sales Promotion and E-service Quality on Repurchase Interest (Study on Buyers on Shopee Marketplace) [Pengaruh Promosi Penjualan dan E-service Quality Terhadap Minat Beli Ulang (Studi pada Pembeli di Marketplace Shopee)]. Jurnal Ilmu Administrasi Bisnis, 8(2), 97-104. https://doi.org/10.14710/jab.v8i1.23767
Mahmoudi, A., & Javed, S. A. (2022). Performance Evaluation of Construction Sub-contractors using Ordinal Priority Approach. Evaluation and Program Planning, 91, 102022. https://doi.org/10.1016/j.evalprogplan.2021.102022
Marza, S., Idris, I., & Abror, A. (2019). The influence of convenience, enjoyment, perceived risk, and trust on the attitude toward online shopping. In: Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). https://doi.org/10.2991/piceeba2-18.2019.40
Maulana, Y. S., & Alisha, A. (2020). Product Innovation and Its Effect on Customer Purchase Interest (Case Study at Ichi Bento Restaurant Banjar City Branch) [Inovasi Produk dan Pengaruhnya Terhadap Minat Beli Konsumen (Studi Kasus pada Restoran Ichi Bento Cabang Kota Banjar)]. Inovbiz: Jurnal Inovasi Bisnis, 8(1), 86-91. https://doi.org/10.35314/inovbiz.v8i1.1313
Novitasari, N., & Sari, M. A. (2019). Analysis of Factors that Influence on Customer Buying Interest Online on the Marketplace [Analisis Faktor-Faktor yang Berpengaruh terhadap Minat Beli Konsumen Online di Marketplace]. Ekonomi & Bisnis, 18(2), 97-108. https://doi.org/10.32722/eb.v18i2.2490
Pappas, I. O., Giannakos, M. N., & Chrissikopoulos, V. (2012). Personalized services in online shopping: Enjoyment and privacy. In: International Conference on Information Society (i-Society 2012), 168-173. IEEE. https://ieeexplore.ieee.org/abstract/document/6285070
Pratama, A. P., & Yoedtadi, M. G. (2021). Effect of Shopee’s 9.9 Super Shopping Day Discount on Buying Interest of Shopee Application Users [Pengaruh Diskon 9.9 Super Shoping Day Shopee terhadap Minat Beli Pengguna Aplikasi Shopee]. Prologia, 5(1), 204-209. https://doi.org/10.24912/pr.v5i1.10127
Pucci, T., Casprini, E., Nosi, C., & Zanni, L. (2019). Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge. British Food Journal. 121(2), 275–288. https://doi.org/10.1108/BFJ-06-2018-0400
Rizki, R. (2020). The Influence of Customer Trust and Purchase Experience on Online Customer Purchase Interest among the Sangatta Community (Case Study on Shopee E-commerce) [Pengaruh Kepercayaan Konsumen dan Pengalaman Pembelian terhadap Minat Beli Konsumen secara Online di Kalangan Masyarakat Sangatta (Studi Kasus pada E-commerce Shopee)]. Jurnal Eksis, 16(1). http://e-journal.polnes.ac.id/index.php/eksis/article/view/461/295
Rooshdi, R. R. R. M., Abd Majid, M. Z., Sahamir, S. R., & Ismail, N. A. A. (2018). Relative importance index of sustainable design and construction activities criteria for green highway. Chemical Engineering Transactions, 63, 151-156. https://doi.org/10.3303/CET1863026
Rybaczewska, M., Jirapathomsakul, S., Liu, Y., Chow, W. T., Nguyen, M. T., & Sparks, L. (2020). Slogans, Brands and Purchase Behaviour of Students. Young Customers, 21(3), 305–317. https://doi.org/10.1108/YC-07-2019-1020
Shahnaz, N. B. F., & Wahyono, W. (2016). Factors Affecting Customer Buying Interest in Online Stores [Faktor Yang Mempengaruhi Minat Beli Konsumen Di Toko Online]. Management Analysis Journal, 5(4). https://doi.org/10.15294/maj.v5i4.5571
Sheikh, A. H. A., Ikram, M., Ahmad, R. M., Qadeer, H., & Nawaz, M. (2019). Evaluation of key factors influencing process quality during construction projects in Pakistan. Grey Systems: Theory and Application, 9(3), 321-335. https://doi.org/10.1108/GS-01-2019-0002
Sumaa, S., Soegoto, A. S., & Samadi, R. L. (2021). The Effect of Product Quality, Price, and Social Media Advertising on Buying Interest at Shopee E-commerce (Study on Students of the Faculty of Economics and Business, Sam Ratulangi University, Manado) [Pengaruh Kualitas Produk, Harga dan Iklan Media Sosial terhadap Minat Beli di E-commerce Shopee (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado)]. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(4), 304-313. https://doi.org/10.35794/emba.v9i4.36229
Sumarwan, U. (2011). Customer Behavior: theory and its application in marketing (Perilaku konsumen: Teori dan penerapannya dalam pemasaran). Bogor: Ghalia Indonesia. http://achamad.staff.ipb.ac.id/wp-content/plugins/as-pdf/Ujang%20Sumarwan-Perilaku%20Konsumen:%20Teori%20dan%20Penerapannya%20dalam%20Pemasaran.pdf
Tulipa, D., Gunawan, S., & Supit, V. H. (2014). The Influence of Store Atmosphere on Emotional Responses and Re-Purchase Intentions. Business Management and Strategy, 5(2), 151–164. https://doi.org/10.5296/bms.v5i2.6144
Wijaya, P. S. M., & Teguh, C. (2012). Factors that Influence Buying Interest at Online Shop Specialist Guess [Faktor-Faktor yang Mempengaruhi Minat Beli di Online Shop Specialis Guess]. Jurnal Riset Manajemen dan Bisnis, 7(2), 147-160. http://dx.doi.org/10.21460/jrmb.2012.72.79
Yulihasri, Islam, M. A., & Daud, K. A. K. (2011). Factors that influence customers' buying intention on shopping online. International Journal of Marketing Studies, 3(1), 128. https://doi.org/10.5539/ijms.v3n1p128
Zhang, H., Lu, Y., Shi, X., Tang, Z., & Zhao, Z. (2012). Mood and social presence on customer purchase behaviour in C2C E-commerce in Chinese culture. Electronic Markets, 22(3), 143-154. https://doi.org/10.1007/s12525-012-0097-z
Zhong, S., Elhegazy, H., & Elzarka, H. (2021). Key factors affecting the decision-making process for buildings projects in Egypt. Ain Shams Engineering Journal, 13(3), 101597. https://doi.org/10.1016/j.asej.2021.09.024
.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Science Insight
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Non Commercial CC BY-NC: The work is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is properly attributed.
