印尼顾客满意度中介下网店属性对复购意愿的影响分析

Boni Jovianggi, Y. Soelasih
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引用次数: 0

摘要

消费者行为目前正在经历购物方面的变化。技术的发展引起了消费者的变化。公司看到了消费者购物模式的变化。消费者不仅通过线下购买,还通过在线购买。变化模式不仅适用于产品,也适用于服务以及购买的变化。这一发展导致了在线商店的出现,从而产生了在线应用程序。本研究旨在确定在线商店的属性是否影响在线购物应用中的回购意愿。此外,本研究还确定了中介变量对顾客满意度的影响,即网店属性与复购意向之间的关系。本研究中使用的抽样方法是非概率抽样,采用有目的的抽样技术。这项研究的数据是通过向201名账户持有人和在网上申请中购物的受访者分发在线问卷获得的。本研究中的指标和变量在用于数据收集之前进行了有效性和可靠性测试。使用的有效性是验证性因素分析(CFA),使用的信度是复合信度(CR)和平均方差提取(AVE)。本研究采用结构方程建模(SEM)的数据分析方法,使用Lisrel for Windows 8.70软件对研究假设进行检验。本研究的结果表明,网店的属性对复购意愿没有直接影响。网店属性通过顾客满意度中介对复购意愿产生显著影响。
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Analisis atribut toko online terhadap repurchase intention dengan mediasi customer satisfaction di Indonesia
Consumer behavior is currently experiencing changes in shopping. Technological developments cause changes in consumers. Companies see changes in consumer shopping patterns. Consumers buy through not only offline, but also online. Patterns of change are not only for products, but services as well as changes in purchases. This development has led to the emergence of online stores, giving rise to online applications. This study aims to determine whether the attributes of online stores affect repurchase intention in online shopping applications. Besides, this study was also conducted to determine the mediating variable's effect on customer satisfaction on the relationship between online store attributes and repurchase intention. The sampling method used in this study is non-probability sampling with a purposive sampling technique. This study's data were obtained by distributing an online questionnaire to 201 respondents who were account holders and had shopped in an online application. The indicators and variables in this study were tested for their’s validity and reliability before being used in data collection. The validity used is confirmatory factor analysis (CFA) and reliability used is composite reliability (CR) and average variance extracted (AVE). This study uses data analysis method of Structural Equation Modeling (SEM) with Lisrel for Windows 8.70 software to test the research hypotheses. This study's results indicate that the attributes of online stores do not directly have a significant effect on repurchase intention. Online store attributes have a significant effect on repurchase intention by mediation of customer satisfaction.
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