<![CDATA[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.]]>
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