Decoding Consumer Behaviour in Indonesian E Commerce: A Stimulus-Organism-Response Analysis
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Keywords
E-commerce, Hindering Factors, Stimulus-Organism-Response, Perceived Risk, Cognitive Trust
Abstract
Indonesia holds a significant position in Southeast Asian e-commerce, witnessing notable shifts in consumer shopping patterns owing to the rapid expansion of online markets. This study concentrates on understanding e-commerce dynamics within Indonesian suburban areas. This research aims to unravel the hindering factors in Indonesian e-commerce, employing the Stimulus-Organism-Response framework to decode the intricate relationships between stimuli, organisms, and responses. This study endeavours to comprehend the intricate perceptions and behavioural tendencies exhibited by a cohort of 280 individuals by implementing a targeted quantitative questionnaire. The investigation seeks to scrutinize the impact of security, privacy, perceived risk, and cognitive trust on the attitudes and behavioural intentions of suburban consumers engaging in e-commerce activities. Employing SmartPLS as the analytical framework and utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM), the research aims to investigate the causal relationships among key factors in the Indonesian suburban e-commerce industry. With a focus on the suburban population, this empirical study will offer comprehensive insights into the intricate dynamics of e-commerce. The findings are expected to contribute meaningful insights to the growing domain of e-commerce research and offer practical recommendations to foster the development of a resilient and thriving e-commerce ecosystem in Indonesia.
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Lianna Wijaya, Bina Nusantara University, Indonesia
Lianna Wijaya, based in Indonesia, is currently a Online Lecturer Coordinator FM STR at Bina Nusantara University, bringing experience from previous roles at PT PIS Jakarta, Cruise Centre, English First and Montigo Resort. Lianna Wijaya holds a 2020 - 2023 Doctor's Degree in Service Management @ Trisakti University. With a robust skill set that includes Resorts, Front Office, Front Line Management, Customer Oriented, Travel Management and more, Lianna Wijaya contributes valuable insights to the industry. Lianna Wijaya has 1 email on RocketReach.
Kah Choon Ng, University of Malaya, Kuala Lumpur, Malaysia
Kah Choon is a postgraduate students who is studying in universiti Malaya
Lilian Anthonysamy, Multimedia University, Cyberjaya, Malaysia
Lilian Anthonysamy is an assistant professor at the Faculty of Management, Multimedia University, Malaysia where she heads the Bachelor of Digital Enterprise Management Programme. Dr. Lilian holds the title of Professional Technologist, accredited by the Malaysian Board of Technologies (MBOT), earning her the designation Ts (Technology Specialist).
She holds a Bachelor of Information Technology degree (Hons) majored in Information Systems Engineering from Multimedia University, Malaysia, a master’s degree in Technology and Innovation Management from University Teknikal Malaysia Melaka and a PhD degree from the Faculty of Creative Multimedia, Multimedia University. She is an avid researcher. She has actively participated in 17 research grants within the last seven years. Her research interests include Information technology adoption in businesses, human factors in information systems, digital transformation in organisations, geriatric studies, digital and seamless learning, digital literacy, anthropology of individual behaviour, learning methodologies, and educational technology. She is also an advocator for the empowerment of resilient learners. She currently serves as a reviewer for many hightiered journals. Dr Lilian is also a senior member of the International Association of Computer Science and Information Technology, a professional technologist of the Malaysian Board of Technologies, a member of the Malaysia Educational Technology Association, Malaysian Institute of Management, Association of Information Systems, Malaysia Design Council and the Centre of Consumer Research and Education, Multimedia University.
