The Influences of Shopping Orientation on the Intention
to Order Food through Go-Food Feature in Go-Jek
Application
Wenny Pebrianti, Barkah, and Rifki Lutfian
Management Study Program, Faculty of Economic and Business, Universitas Tanjungpura,
Pontianak, Indonesia
Abstract. This study aims to test and analyze the influence of shopping
orientation on behavioral intention to order food through Go-Food in Go-Jek
application. It is a quantitative study. The population in this research consisted of
all Pontianak residents who knew about Go-Jek and had some interest in trying
Go-Food in the application. The sample encompassed 100 respondents and was
chosen through purposive sampling. The results were then analyzed usingWarp
PLS 6.0. The findings showed that there was positive and significant influence
from utilitarian value on perceived usefulness; hedonic value on perceived
enjoyment; perceived usefulness on behavioral intention; and perceived
enjoyment on behavioral intention.
Keywords: Go-Food ꞏ Shopping ꞏ Orientation ꞏ Intention to order Food
1 Introduction
Go-Food refers to a service to order food and beverages which serves as one of the
features in Go-Jek application. Go-Jek itself is a well-known application from
Indonesia and offers a complete service from transportation, logistics, payment, food
delivery, and other in-demand features. Go-Food brings about new climate in real-time
food delivery service with attractive choices of food.
Previously, consumers shop rationally, which implies that consumers consider a
purchase based on the perceived benefits of certain products, or the so-called utilitarian
value. But currently shopping is also influenced by emotional values, like enjoyment
and pleasure, which are connoted as hedonic values. (1) Defined utilitarian value as the
consumer's’ ability to function in his/her respective daily lives. Utilitarian values, as
widely studied, are illustrated as instruments (functional) and related to someone’s
belief about something cognitive. This value is related to the ideas about product
performance and its benefits. (2) Defined hedonic values as overall evaluations of
consumers about certain products and purely derived from the fulfillment of pleasure.
The values are tightly related to the fulfillment of pleasure and aesthetic aspects of the
products.
Go-Food was initiated in 2017 and relatively new for Pontianak residents; hence,
the impacts of Go-Food based on its usefulness and enjoyment become the main subject
Pebrianti, W., Barkah, . and Lutfian, R.
The Influences of Shopping Orientation on the Intention to Order Food through Go-Food Feature in Go-Jek Application.
DOI: 10.5220/0010524700002900
In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA 2019), pages 681-690
ISBN: 978-989-758-582-1; ISSN: 2655-9064
Copyright
c
 2022 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
681

of this study. Perceived usefulness refers to the extent of one’s conviction that using
information system brings about some benefits for him/her. On the contrary, if one
believes that using it brings lack of benefits, she/he will not use it. (3) Stated that
usefulness refers to expected benefits from product users when they perform their tasks.
(3) also posited that someone will use information technology when she/he knows the
positive benefits of using it. The measurement of usefulness is derived from frequency
of use and variety of application function; for instance, Go-Jek application does not
only have GoFood, but also GoRide, GoSend, GoClean, and many others.
Besides perceived usefulness, consumers also feel perceived enjoyment during
shopping. It is because perceived enjoyment refers to a condition in which consumers
used certain system and feel that they enjoy themselves. Perceived enjoyment refers to
the enjoyment felt by consumers when they are using certain system.
Meanwhile, behavioral intention can refer to a tendency to be interested in or
encouraged to pay attention to someone else, some things, or activities in several things.
When someone is interested in some things, an intention to purchase shall appear.
According to (4), individual’s interest to purchase can determine their intention to buy
something in particular. Moreover, according to (5), online behavioral intention
indicates a situation in which a consumer is interested in online transaction. Behavioral
intention implies consumers’ interests in a product, followed by an attempt to seek
additional information about the product (6).
Go-Jek, with its Go-Food feature which provides food and beverage services, has
sparked the authors’ interests to prove the influences of shopping orientation, perceived
usefulness, and perceived enjoyment on consumers’ behavioral intention in terms of
ordering their food through Go-Food.
2 Conceptual Background and Hypotheses
2.1 Shopping Orientation
Different emotional experience during shopping process result in different responses
from the consumers who also have their respective motivations to shop. (7) revealed
two dimensions of shopping orientation, namely utilitarian values and hedonic values.
Utilitarian shoppers are oriented to tasks; while hedonic shoppers are oriented towards
personal happiness and enjoyment while shopping, as well as self-expression which is
connected to the shopping experience.
2.2 Utilitarian Value and Perceived Usefulness
The perceived usefulness has been defined by different scholars as, “the prospective
user’s subjective probability that using a specific application system will increase his
or her job performance within an organizational context” (8); “the belief that using the
application will increase one’s performance” (8); “the extent to which a consumer
believes that online shopping will enhance his or her transaction performance” (Chiu et
al., 2009); “the utility that a user gets from adopting or using a technology” (Eri et
al.,2011).
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Therefore, there are plenty of evidences to propose the following hypothesis:
H
1:
Utilitarian value significantly influences perceived usefulness
2.3 Hedonic Value and Perceived Enjoyment
Motivation plays a crucial role to determine time spent by customers to find products
and shop online. An experienced buyer always feels more comfortable in an interactive
circumstance than in a textual circumstance (9). Davis, Bagozzi, and Warshaw
introduced the concept of perceived enjoyment to model the role of intrinsic motivation,
and found that perceived enjoyment has a significant effect on intention to use
application (10) .They defined perceived enjoyment as the extent to which the activity
of using the computer is perceived to be enjoyable in its own right, apart from any
performance consequences that may be anticipated. Enjoyment in online shopping is
equally important with enjoyment in physical shopping. It also significantly influences
consumers’ intention and behavior (13). The indicators for perceived enjoyment in this
study include pleasure, enjoyable, and interesting. This following hypothesis is
proposed:
H
2
: Hedonic value significantly influences perceived enjoyment
2.4 Perceived Usefulness, Perceived Enjoyment, and Behavioral
Intention
(13) found positive relationship between perceived usefulness and behavioral intention.
Perceived usefulness also has positive relationship with online purchase intention (14).
Finally, perceived enjoyment also has a positive relationship with the tendency to shop
online (16).
H
3:
perceived usefulness significantly influences behavioral intention
H
4:
perceived enjoyment significantly influencesbehavioral intention
2.5 Research Method
Population in this study encompassed all residents of Pontianak city who knew about
Go-Jek application and interested in trying Go-Food feature in it. There were 100
respondents as samples. The sample was chosen through purposive sampling method
under the criteria that respondents should have information or knowledge about Go-
Food feature.
To measure behavioral intention and perceived usefulness was also measured
using validated items from TAM. Perceived enjoyment was measured using four
semantic differential scales which were taken from related studies (11). Utilitarian
and hedonic value was assessed using a modified version of past research (12).
Meanwhile, variable operationalizations aimed to ease their measurement. The
Table below lists the operational definitions of the variables in this study:
The Influences of Shopping Orientation on the Intention to Order Food through Go-Food Feature in Go-Jek Application
683

Table 1. Operationalization of Research Variables.
No
Research
Variables
Theoretical
Definition
Operational
Definition
Indicators Questionnaire Items
1 Utilitarian
values
Utilitarian value
referred to
one’s ability to
function in
daily lives
(Chaudhuri and
Holbrook)
Utilitarian
value was
respondent’s
ability to
measure
functions of
Go-Food
feature in
Go-Jek
application.
● Functional
● Trustworthi
ness
● Responsibil
ity
● Go-Food is a
feature in Go-Jek
which offers a
function to order
food.
● Go-Food is a
trustworthy feature
for consumers to
order food via
Go-Jek.
● Go-Jek drivers can
bear with the
cancellation costs if
consumers cancel
their orders which
are not in
accordance with
Go-Food features.
2 Hedonic
values
Hedonic values
encompassed
the whole
evaluation by
consumers and
based on the
fulfillment of
pleasure (Batra
and Ahtola,
1991)
Hedonic
values
referred to
consumers’
evaluations on
Go-Food
feature which
are based on
the fulfillment
of pleasure.
●
Frequently
order
through
Go-Jek.
●
Enjoyment
in shopping
●
Reducing
stress
●
Consumers like to
order food for other
people through
Go-Food.
●
Consumers enjoy
ordering food
through Go-Food.
●
Consumers can
reduce their stress
by purchasing food
based on the listed
Go-Food menu.
3 Perceived
Usefulness
Perceived
usefulness
referred to
consumer’s
belief that using
technology/syst
em will enhance
their working
performance
(Koufaris, 2005)
Perceived
usefulness
indicated the
conviction
that using
Go-Jek
application
will improve
benefits for
the
consumers.
●
Making
work easier
●
Beneficial
●
Time-saver
● Go-Food feature
shall ease con-
sumers in ordering
food through
Go-Jek application.
● Go-Food feature is
beneficial for
consumers.
● Online shopping
through Go-Food
can save consumers’
time.

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Table 1. Operationalization of Research Variables(Cont.).
No
Research
Variables
Theoretical
Definition
Operational
Definition
Indicators Questionnaire Items
4 Perceived
Enjoyment
Perceived
enjoyment
referred to an
activity to use
certain system
in order to
entertain
oneself
(Koufaris,
2005).
Perceived
enjoyment
referred to
consumers’
pleasure to
use Go-Food
feature.
●
Pleasing
●
Enjoyable
●
Interesting
● Online shopping
with Go-Food
feature is very
pleasing for
consumers.
● Various choices of
food making it
enjoyable for con-
sumers to buy food
through Go-Jek.
● Display of Go-Food
menu is really
interesting for
consumers.
5 Behavioral
intention
Behavioral
i
ntentions indica-
tes decision-
making process
in which a belief
on two kinds of
consequences
and relationship
between norms
are considered
(
Peter and Olson,
1990).
Behavioral
intentions
indicates
one’s
willingness to
try and to
what extent
she/he plans to
put efforts to
perform
certain
b
ehavior.
● Intention ● Consumers have
intention to shop
online through
Go-Food feature in
Go-Jek application.
● Consumers
recommend Go-
Food to shop online
to other consumers.
Source: Processed Data from WarpPls, 2019
The data were analyzed using Warp. PLS 6.0 with two-steps evaluation. The first
evaluation was through evaluation of measurement model (outer model) using
convergent validity, composite reliability, and cronbach’s alpha. The second one was
structural evaluation model (inner model) using Q-square and path coefficient
estimation test.
3 Result
The respondents were predominantly males, accounted for 65% of the total
respondents. Most respondents were between 15 and 25 years old, taken from 100
samples (N=100) and 14 questionnaire items.
3.1 Outer Model Evaluation
The evaluation of outer model was conducted based on three criteria, namely
convergent validity, discriminant validity, and composite reliability. The explanation
below covers the results of data processing.
The Influences of Shopping Orientation on the Intention to Order Food through Go-Food Feature in Go-Jek Application
685

3.1.1 Convergent Validity
Convergent validity of a measurement model can be examined based on correlation
between indicator score and construct score (loading factor). A valid loading factor for
each indicator should be larger than 0.70. Then the p-value should be less than 0.05 for
the constructs to be considered significant. Finally, the limit for AVE value is 0.50 and
composite reliability should be 0.50 (19). All items in this research fulfilled validity
and reliability criteria.
Table 2. Outputs of Combined Loading and Cross-Loading.
Indicator
Utilitaria
n value
Hedonic
value
Perceived
Usefulness
Perceived
Enjoyment
Behavior
al
Intention
SE Value
X
1.1
(
0.753
)
0.416 0.208 0.031 0.026 0.081 <0.001
X
1.2
(
0.838
)
-0.185 -0.234 0.077 -0.078 0.080 <0.001
X
1.3
(0.903) -0.175 0.044 -0.097 0.051 0.078 <0.001
X
2.1
-0.196 (0.789) 0.443 0.150 -0.099 0.081 <0.001
X
2.2
-0.063 (0.848) -0.041 0.032 -0.054 0.079 <0.001
X
2.3
0.283
(
0.733
)
-0.429 -0.198 0.169 0.082 <0.001
Y
1.1
0.170 0.090
(
0.844
)
-0.110 -0.047 0.079 <0.001
Y
1.2
-0.063 -0.051
(
0.902
)
-0.052 0.103 0.078 <0.001
Y
1.3
-0.113 -0.039 (0.764) 0.183 -0.069 0.081 <0.001
Y
2.1
0.445 -0.137 -0.256 (0.790) -0.090 0.081 <0.001
Y
2.2
-0.155 0.108 -0.003
(
0.906
)
0.064 0.078 <0.001
Y
2.3
-0.240 0.012 0.232
(
0.882
)
0.015 0.079 <0.001
Z
1
-0.051 0.074 -0.024 0.026
(
0.941
)
0.077 <0.001
Z
2
0.051 -0.074 0.024 -0.026 (0.941) 0.077 <0.001
Source: Processed Data from WarpPls, 2019
Another measurement of convergent validity is AVE (Average Variance Extracted)
value. (19) posited that AVE value is also employed to evaluate convergent validity.
AVE value is said to fulfil the criteria if it is worth more than 0.50. The table below
displays each AVE value of each construct.
Table 3. AVE Value (Average Variance Extracted).
Average Variance Extracted (AVE)
Latent Variables AVE Criteria Remarks
Utilitarian values 0.695 > 0.50 Fulfilled convergent validit
y
Hedonic values 0.626 > 0.50 Fulfilled convergent validit
y
Perceived Usefulness 0.703 > 0.50 Fulfilled conver
g
ent validit
y
Perceived En
j
o
y
ment 0.741 > 0.50 Fulfilled conver
g
ent validit
y
Behavioral Intention 0.885 > 0.50 Fulfilled conver
g
ent validit
y
Source: Processed Data from WarpPls, 2019
3.1.2 Discriminant Validity
Discriminant validity is measured by cross-loading value of one construct with another.
Cross-loading values can be examined by calculating the values of latent constructs,
which shall predict the indicators better than the other constructs. If the correlation of
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686

construct with the main measurement (for each indicator) is bigger than the value of the
other constructs, it means that discriminant validity is fulfilled. All variables in this
study fulfilled the discriminant validity.
Table 4. Factor Loading Values for Construct and Relationship with Another Construct.
Indicators
Factor
Loading
Loadin
g
to other constructs
Utilitarian Hedonic
Perceived
Usefulness
Perceived
Enjoyment
Behavioral
Intention
X
1.1
(
0.753
)
> 0.416 0.208 0.031 0.026
X
1.2
(
0.838
)
> -0.185 -0.234 0.077 -0.078
X
1.3
(
0.903
)
> -0.175 0.044 -0.097 0.051
X
2.1
(0.789) > -0.196 0.443 0.150 -0.099
X
2.2
(0.848) > -0.063 -0.041 0.032 -0.054
X
2.3
(
0.733
)
> 0.283 -0.429 -0.198 0.169
Y
1.1
(
0.844
)
> 0.170 0.090 -0.110 -0.047
Y
1.2
(
0.902
)
> -0.063 -0.051 -0.052 0.103
Y
1.3
(0.764) > -0.113 -0.039 0.183 -0.069
Y
2.1
(0.790) > 0.445 -0.137 -0.256 -0.090
Y
2.2
(0.906) > -0.155 0.108 -0.003 0.064
Y
2.3
(
0.882
)
> -0.240 0.012 0.232 0.015
Z
1
(
0.941
)
> -0.051 0.074 -0.024 0.026
Z
2
(
0.941
)
> 0.051 -0.074 0.024 -0.026
Source: Processed Data from WarpPls, 2019
3.1.3 Composite Reliability
The following test is the reliability of constructs which are measured by 2 criteria,
namely composite reliability and cronbach’s alpha. A construct is deemed reliable if its
composite reliability value is less than 0.7 and its Cronbach Alpha is less than 0.5. All
constructs in this study fulfilled the reliability test. The table below depicts the outputs
of reliability tests which are re-presented to ease the analysis:
Table 5. Latent Variable’s Coefficients.
Utilitarian Hedonic
Perceived
Usefulness
Perceived
Enjoyment
Behavioral
Intention
Com
p
osite Reliabilit
y
0.872 0.834 0.876 0.895 0.939
Cronbach’s Al
p
ha 0.778 0.700 0.786 0.823 0.871
Source: Processed Data from WarpPls, 2019
3.2 Results of Hypothesis Testing
The table below shows the results of effect size based on data processing:
The Influences of Shopping Orientation on the Intention to Order Food through Go-Food Feature in Go-Jek Application
687

Table 6. Indirect and Total Effect.
Criteria
Variable X
1
X
2
Y
1
Y
2
Z
Path coefficients
X
1
-----
X
2
-----
Y
1
0.773 - - - -
Y
2
- 0.634 - - -
Z - - 0.530 0.223 -
p-values
X
1
-----
X
2
-----
Y
1
< 0.001 - - - -
Y
2
- < 0.001 - - -
Z - - < 0.001 0.010 -
Effect sizes for path
X
1
-----
X
2
-----
Y
1
0.598 - - - -
Y
2
- 0.401 - - -
Z - - 0.328 0.097 -
Source: Processed Data from WarpPls, 2019.
The figure below depicts the research findings based on the effect size:
Source: Processed Data from WarpPls, 2019.
Notes:X1: Utilitarian values, X2: Hedonic values, Y1: Perceived Usefulness
Y2: Perceived Enjoyment, Z: Behavioral Intention
All variables recorded p-value less than an equal to 0.001 (≤ 0.05); hence, it
can be concluded that Hypothesis 1, 2, 3, 4 are all accepted.
Fig. 1. Research findings.
4 Conclusion
Based on the research findings, it was evidenced that utilitarian values have some
influences on perceived usefulness. (3) stated that perceived usefulness refers to
consumers’ expected benefits when they conduct their activities. Someone will use
information technology if they know about its benefits. The measurement of perceived
usefulness in this study was based on the frequency of usage and variety of applications
used by consumers. The more potential Go-Food’s role in food delivery, the more
intense consumers should be in using their services. This result indicate TAM is
resistant widely used to predict the acceptance of new technology applications, such
as Gofood (20, 21)
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Meanwhile, hedonic values also have some influences on perceived enjoyment. It
indicates that if consumers use their emotions well while ordering food through Go-
Food, then they will feel more positive enjoyment. Maintaining the application’s layout
and navigation to stay interesting in terms of color, photos, and order services
contributes a lot in keeping Go-Food popular. Moreover, perceived usefulness and
perceived enjoyment also significantly influence the intention to order food through
Go-Food. Usefulness and enjoyment factors in using Go-Food become the main
requirements for the application to stay afloat in the era of digital marketing.
Meanwhile, the authors encountered some limitations in testing the relationship
paths from utilitarian values with perceived usefulness and hedonic value with
perceived enjoyment. It possible causes bias in the research findings, because both
perceived usefulness and perceived enjoyment can be felt by consumers, so does
utilitarian value and hedonic values. Therefore, future research shall consider the
suitability of those effects with the research objects besides food and beverages. Future
research can consider exploring the same variables in other areas like gadgets and
fashion.
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