Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application

Abstract

Objective: This study examines the influence of hedonic and utilitarian values on perceived benefits and their impact on purchase intention by using effort expectancy as a moderating variable. Design/Methods/Approach: This study adopts a quantitative approach by employing a non-probability sampling technique to collect a sample of 175 respondents who had used the Shopee application in Malang. The data was analyzed using SmartPLS through the measurement model test (outer model) and structural model test. Findings: The results show that hedonic value and utilitarian value have a positive and significant effect on perceived benefit, hedonic value and utilitarian value have a positive and significant impact on purchase intention, and perceived benefit has a positive and significant effect on purchase intention. However, effort expectancy does not have a significant role in moderating the relationships. Originality/Value: The limited extant literature only addresses a simple direct–effect relationship between effort expectancy toward behavioral intention and use behavior. Drawing on the Unified Theory of Acceptance and Use, this research provides deep insight through position effort expectance as the moderation role. Also, this study elaborates on the effect of utilitarian and hedonic values on perceived benefit. In turn, this framework also explored the influence of perceived benefit on consumer intention to purchase in electronic commerce, further advancing an understanding of this dynamic subject matter. Practical/Policy Implications: The study contributes to the existing knowledge of managerial practice by pointing out the importance of effort expectancy, which shapes the consumer's perceived benefit, and illustrating its impact in the case of purchasing intention in an e-commerce application. E-commerce companies can enhance the customer experience when accessing applications to invigorate purchase intention. E-commerce companies need to maintain their performance in terms of app ease of use and provide innovations by providing more user benefits, thereby creating loyal customers. Eventually, the company should keep earning society's trust as reliable e-commerce that meets the needs of today's digital era.

Creating Purchase Intention through Social Media: The use of AR enabled Social Media Filters

“…Acceptance of H6 indicates that HM significantly influences PI. This result is also verified in prior literature (Beh et al, 2021;Octalina et al, 2023;Tak & Panwar, 2017). This reflects that the more fun and enjoyment users feel in using AR enabled filters on SM for cosmetics, the more likely they make a purchase.…”

“…Gupta & Bhaskar, 2023) and intangible products such as mobile learning (Chao, 2019) and tourism & travel (Li et al, 2023). However, some studies find EE as an insignificant precursor in moderating PI, for instance, with context to E-commerce applications (Octalina et al, 2023). EE is an insignificant precursor for PI as EE is just the ease of use of AR enabled SM filters.…”

“…Past literature suggests that less complex technology has a high adoption rate (K. P. Gupta & Bhaskar, 2023). Effort expectancy significantly impacts the purchase of E-commerce applications (Octalina et al, 2023), mobile learning (Chao, 2019), and tourism and travel (Li et al, 2023). So, we hypothesize-H2: EE significantly influences PI.…”

“…Personal qualities or cognitive states can inspire hedonic motivation that eventually affects the adoption of new technology (Kusumawardani et al, 2023). Previous research has established a strong association between hedonic motivation and patterns of usage behaviour (Axcell & Ellis, 2023;Octalina et al, 2023;Tak & Panwar, 2017). Hedonic motivation affects the digital healthcare domain (S. Gupta et al, 2021), mobile health apps (Octavius & Antonio, 2021), and smartwatches (Beh et al, 2021).…”

Modeling Emergent Variables to Assess the Adoption of Activity-Based Costing in Tanzania: The Application of Confirmatory Composite Analysis

“…The theory encompasses elements that are intrinsic in explaining the firms' specific factors that are important in adopting the innovation, which are also provided in contingency theory (Octalina, Rahimah & Arifin, 2023). Such elements include the raw materials, time, competency and necessary support, knowledge, experience, trust and transparency and ambition (Rumangkit et al, 2023).…”