E-Business Value Creation Factors that Affect Consumers’ Intention to Shop Online at Shopee.co.id

Abstract

The purpose of this study is to identify the factors that influence people to shop online at Shopee based on e-business value creation. There are many online marketplaces available in Indonesia, with Shopee being one of the fastest growing e-commerce players in Indonesia. This research aims to find out Shopee’s customers demographic, and e-business value creation factors that influence consumers’ intention to shop online using Shopee. Based on the data collected, the majority of Shopee’s customers are in the 25-34 years old and 35-44 years age old group, and on average they spend less than 1 million Rupiah per month at Shopee. Out of all factors in the e-business value creation, the research shows that all factors (Complementarities, Lock-In, Novelty, and Efficiency) positively affect intention to use Shopee.