Product Cognition, Platform Emotion, Behavior Intention, and Actual Behavior Stage in Cross Border E-commerce (Case Study: Shopee as the Biggest Cross Border E-Commerce in Indonesia)

Diyang Risma Gabriella, Anna Amalyah Agus

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Cross-border e-commerce (CBEC) is growing rapidly, it provides a new shopping experience for customers where they can involve in a global transaction. Each year, CBEC receives a significant total number of transactions, recorded in 2018, CBEC transactions have increased by 27.5% globally. Shopee as the biggest of Indonesia CBEC has dominated the market with a monthly average of 200.2 million visits. Competition between CBEC in Indonesia continues, they are competing to provide the best quality of products and platform experience to gain trust and purchase from the customers. Building a trust and customer intention to purchase in CBEC platform is a challenge, while customers' awareness of products is the first step in creating optimal product cognition. Perceived trust can be improved by the involvement of customers in the CBEC platform, the provision of convincing product information, as well as the awareness of good product quality, thus it will influence purchase intention of customers. Therefore, this study was conducted to analyze the relationship between product cognition stage, platform emotion stage, behavior intention stage, and actual behavior stage at the biggest CBEC in Indonesia. The research is based on the Hierarchy of Effect (HOE) model which consists of customers stages of journey. The survey began in January to March, 2020 and 1.281 respondents were processed through a structured questionnaire, and data were analyzed using the Structural Equation Method (SEM).

Original languageEnglish
Title of host publication2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
EditorsIndra Hermawan, Muhammad Yusuf Bagus Rasyidin, Malisa Huzaifa, Iklima Ermis Ismail, Asep Taufik Muharram, Anggi Mardiyono, Noorlela Marcheeta, Dewi Kurniawati, Ade Rahma Yuly, Ariawan Andi Suhanda
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages212-217
Number of pages6
ISBN (Electronic)9781728182476
DOIs
Publication statusPublished - 15 Sep 2020
Event3rd International Conference on Computer and Informatics Engineering, IC2IE 2020 - Depok, Indonesia
Duration: 15 Sep 202016 Sep 2020

Publication series

Name2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020

Conference

Conference3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
Country/TerritoryIndonesia
CityDepok
Period15/09/2016/09/20

Keywords

  • business to customer (B2C)
  • cross-border e-commerce (CBEC)
  • e-commerce
  • Indonesia
  • online shopping

Fingerprint

Dive into the research topics of 'Product Cognition, Platform Emotion, Behavior Intention, and Actual Behavior Stage in Cross Border E-commerce (Case Study: Shopee as the Biggest Cross Border E-Commerce in Indonesia)'. Together they form a unique fingerprint.

Cite this