International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


Exploring the Antecedents of Indonesian Ecommerce Users Usage Intention

Author(s): Muhammad Muflih, Endang Siti Astuti, Suhadak, Zainul Arifin, Mohammad Iqbal

This study aims to uncover the interaction among types of motivation or individual attributes (hedonic, utilitarian), psychological attachment (satisfaction, trust) and behavioural intention. Motivation is an important aspect to understand user behaviour in e-commerce. The study involves 178 respondents by utilizing a survey method as means of inquiry. This study found that hedonic and utilitarian motivation significantly influences user’s satisfaction subsequent to intent to use e-commerce respectively. Furthermore, satisfaction and trust may also lead to boost a higher intention in particular to use e-commerce which is consistent to what have been examined in consumer behaviour and ICT management literature. Finally, this study contributes to the literature in explaining the involvement of hedonism and utilitarianism motives in ICT/e-commerce’ usage.