Hype VS Smart, Which One is Our Online Customers? Examining the Role of Gamification, Products Assortment, e-WOM and Lifestyle of Indonesian E-Commerce Apps. Customers

Cooky Tri Adhikara, Aini Farmania, Anditya Perwiratama, Lorensius Adinegoro, Luthfi Maulana

2019

Abstract

The interest of using e-Commerce in Indonesia especially among students activites has increases rapidly and shifted, not only for online transactions but its already becomes a lifestyle. Several studies shows the important role of Lifestyle as an intervening (moderation) variable. This study aims to determine various factors such as gamification, e-WOM, and product assortment affect purchase intention. The role of lifestyle as moderation were put between gamification and purchase intention. This study use quantitative method, the type of data used is primary data obtained directly from the first source and calculated using SmartPLS version 3.0 software. The analysis Unit is active students in all strata using e-Commerce actively, with an average age between 18-35 years. The results show e-WOM has a positive and significant influence to purchase intention. As for gamification and product assortment to purchase intention both have not significant results; and lifestyle as a moderation between gamification and purchase intention, have negative result.

Paper Citation

in Harvard Style

Adhikara C., Farmania A., Perwiratama A., Adinegoro L. and Maulana L. (2019). Hype VS Smart, Which One is Our Online Customers? Examining the Role of Gamification, Products Assortment, e-WOM and Lifestyle of Indonesian E-Commerce Apps. Customers.In Proceedings of the International Conferences on Information System and Technology - Volume 1: CONRIST, ISBN 978-989-758-453-4, pages 123-129. DOI: 10.5220/0009906601230129

in Bibtex Style

@conference{conrist19,
author={Cooky Tri Adhikara and Aini Farmania and Anditya Perwiratama and Lorensius Adinegoro and Luthfi Maulana},
title={Hype VS Smart, Which One is Our Online Customers? Examining the Role of Gamification, Products Assortment, e-WOM and Lifestyle of Indonesian E-Commerce Apps. Customers},
booktitle={Proceedings of the International Conferences on Information System and Technology - Volume 1: CONRIST,},
year={2019},
pages={123-129},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009906601230129},
isbn={978-989-758-453-4},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conferences on Information System and Technology - Volume 1: CONRIST,
TI - Hype VS Smart, Which One is Our Online Customers? Examining the Role of Gamification, Products Assortment, e-WOM and Lifestyle of Indonesian E-Commerce Apps. Customers
SN - 978-989-758-453-4
AU - Adhikara C.
AU - Farmania A.
AU - Perwiratama A.
AU - Adinegoro L.
AU - Maulana L.
PY - 2019
SP - 123
EP - 129
DO - 10.5220/0009906601230129