The Influence of Consumer's Decision Making Process to Online Purchase Behavior Analysis

Taliya Imaniya, Anna Amalyah Agus

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

1 Citation (Scopus)

Abstract

The local Indonesian women apparel category has been growing recently with the support of technological advancements and the increasing trend of online shopping. Thus, by knowing and following the current patterns of consumer behavior at every stage in making online purchase decisions, expected to help local fashion brands to expand their market share. The research design in this study is conclusive descriptive by analyzing online purchase behavior through online brand experience mediated by online brand familiarity; the influence of central route peripheral route on the information adoption; information adoption mediated by perceived e-WOM credibility; and online purchase experience. The sampling method is purposive sampling with a sample size of 368 people who have bought the Indonesian local apparel brand online. The data is processed using Structural Equation Modeling (SEM) method by LISREL software. The results show that online brand experience has a positive influence on consumer online purchase behavior only if mediated by online brand familiarity; central route peripheral route have a positive influence on information adoption; information adoption mediated by perceived e-WOM credibility is not significantly influence consumer online purchase behavior; and online purchase experience have a positive influence on consumer online purchase behavior.

Original languageEnglish
Title of host publicationProceedings - 2019 2nd International Conference of Computer and Informatics Engineering
Subtitle of host publicationArtificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019
EditorsAnita Hidayati, Shinta Oktaviana, Iklima Ermis Ismail, Ayu Rosyida Zain, Fitria Nugrahani, Dewi Kurniawati, Irma Permatasari Sari
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages116-121
Number of pages6
ISBN (Electronic)9781728123844
DOIs
Publication statusPublished - Sep 2019
Event2nd International Conference of Computer and Informatics Engineering, IC2IE 2019 - Banyuwangi, East Java, Indonesia
Duration: 10 Sep 201911 Sep 2019

Publication series

NameProceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019

Conference

Conference2nd International Conference of Computer and Informatics Engineering, IC2IE 2019
Country/TerritoryIndonesia
CityBanyuwangi, East Java
Period10/09/1911/09/19

Keywords

  • Information Adoption
  • Local Apparel Brand
  • Online Brand Experience
  • Online Purchase Behavior
  • Online Purchase Experience

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