HOW PLATFORM FEATURES DRIVE CONSUMER BEHAVIOR ON OMNICHANNEL IN INDONESIA

Sinta Rukiastiandari, Dede Suleman, Lilik Yuliawati, Fara Mutia, Luthfia Rohimah, Aprillia
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Abstract

This study investigates the relationship between platform features, customer engagement, satisfaction, purchase and repurchase intentions, and customer types in omnichannel retail. A survey of 250 participants utilized an online questionnaire, analyzed with statistical methods. Results show that platform convenience and advanced features drive satisfaction, purchase, and repurchase intentions. Impact on customer engagement varies by customer type. Ease of use indirectly affects satisfaction, purchase, and repurchase via engagement and customer type. The research underscores considering customer type when assessing ease of use and design impact on outcomes. It reveals intricate relationships, surpassing prior research by illustrating how platform features affect diverse customer engagement. Ease of use indirectly influences loyalty via engagement and customer type. This underscores a multifaceted loyalty formation. Businesses must factor engagement and customer type in platform refinement for target audience needs. Study underscores understanding platform features, engagement, and loyalty interplay for enhanced customer experiences and business success. It establishes a foundation for future research and practical omnichannel retail improvements.
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平台功能如何驱动印度尼西亚消费者的全渠道行为
本研究探讨了全渠道零售中平台功能、客户参与度、满意度、购买和再购意向以及客户类型之间的关系。使用在线问卷对 250 名参与者进行了调查,并使用统计方法进行了分析。结果显示,平台的便利性和先进功能推动了满意度、购买和再购意愿。对客户参与度的影响因客户类型而异。易用性通过参与度和客户类型间接影响满意度、购买和再次购买。研究强调,在评估易用性和设计对结果的影响时,应考虑客户类型。它揭示了错综复杂的关系,通过说明平台功能如何影响不同客户的参与度,超越了以往的研究。易用性通过参与度和客户类型间接影响忠诚度。这强调了忠诚度形成的多面性。企业在完善平台时必须考虑参与度和客户类型,以满足目标受众的需求。这项研究强调了对平台功能、参与度和忠诚度相互作用的理解,以提升客户体验和企业成功。它为今后的研究和实际的全渠道零售改进奠定了基础。
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