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All Journal JAM : Jurnal Aplikasi Manajemen
Othman, Azmahani Yaacob
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Decision Sciences, Operations Research & Management

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Uncovering the Power of Consumer Involvement: How Perceived Quality Drives E-Commerce Behavior? Asyhari, Asyhari; Pudjihastuti, Sri Hindah; Alfionita, Vina; Othman, Azmahani Yaacob
Jurnal Aplikasi Manajemen Vol. 22 No. 3 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.03.14

Abstract

Consumer involvement is an important factor in shaping consumer behavior, such as purchase intention, satisfaction, and loyalty. However, scholars have not explored its impact on e-commerce. This study aims to investigate the impact of consumer involvement, which consists of opinion-seeking, product variety, and product involvement, on perceived quality and e-commerce behavior. A quantitative research design uses 300 respondents from Oclo Official consumers in Semarang City. Data analysis using Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS version 4.0.9. The findings revealed that opining-seeking, product variety, and involvement have a positive effect on perceived quality. Other findings demonstrated that perceived quality has a positive effect on e-commerce behavior. Finally, the result concluded that perceived quality can mediate relationship factors in e-commerce behavior. The implication of this study offers new insights into the importance of consumer involvement in e-commerce. The most important implication is that e-commerce businesses must enhance perceived product quality, as it directly influences customer behavior, such as purchase intention, satisfaction, and loyalty. Companies can strengthen long-term relationships with consumers by offering a wider variety of products and maintaining high quality.
Co-Authors Asyhari Asyhari, Asyhari Sri Hindah Pudjihastuti, Sri Hindah Vina Alfionita, Vina