The Role Of Experience Realms In On Line Shopping  

Oleh:

SURYADI, HELEN. G ; BUDI, SUSILO. L

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Jurnal Manajemen vol. 8 no. 1 (May 2011), page 96-104.
Topik: Patronage Intention; Experience Realms; Pleasure; and On Line Shopping.
Fulltext: Artikel 5-81.pdf (89.95KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ147 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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While online shopping trend grows over time, its potential risk also creates some concerns for many online customers since the many of the buyers did not well informed about what they were buying through the internet. Given that, online stores should include necessary information to their website, from text to attractive pictures/movies and from single feature to multiple features in order to present good experience to their customers. Having good experience when doing online shoping leads to decision to buy, promote, and revisit the stores. In this research, we define the experience consists of four realms, i.e.: entertainment, educational, escapiost, and esthetic. It aims to investigate the impact of these four realms towards web site patronage intention moderated by pleasure variable. This research used 153 female college students as participants and use product presentation at Anthropologie.com as the object. Data was processed and analysed using Structural Equation Modelling. The result showed that two experience realms, i.e.: entertainment and educational realms did not significanly impact to the pleasure while the other two realms, i.e.: escapist and esthetic experience realms showed significant impact. Further, pleasure as the mediating variable had significant impact to the web site patronage intenton. Some implications and suggestions had been presented in relation to the findings..

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