DETERMINANTS OF E-COMMERCE USER SATISFACTION: THE MEDIATING ROLE OF PURCHASE INTENTION

DETERMINANTS OF E-COMMERCE USER SATISFACTION: THE MEDIATING ROLE OF PURCHASE INTENTION

satisfaction dimension, intention to purchase, e-commerce users.

This study aims to analyze the role of purchase intention in mediating the factors influencing ecommerce user satisfaction. The sample of this study was e-commerce users in Canggu Village, and 240 respondents were used. Data were collected by distributing questionnaires using Google Forms and were analyzed using SEM-PLS. The results show that effort expectancy and trust positively and significantly affect purchase intention. In contrast, performance expectancy and self-efficacy have a negative and insignificant effect. Effort expectancy, intention to purchase, self-efficacy, and trust positively and significantly affect e-commerce user satisfaction, whereas performance expectancy has a negative effect. Intention to purchase can positively and significantly mediate the effect of effort expectancy and trust on e-commerce user satisfaction but not on performance expectancy and
self-efficacy. The results of this study indicate that to increase intention to purchase and e-commerce user satisfaction, several things need to be considered, including user trust must be maintained and ease of use must be considered so that users can feel satisfaction with the system.

Ni Kadek Sisi Suastiari, Luh Putu Mahyuni

DOI: http://dx.doi.org/10.26418/jebik.v11i3.56329

Univ. Tanjungpura

31-12-2022

Sri Wahyuni

P-ISSN : 2087-9954, E-ISSN: 2550-0066

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Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Univ. Tanjungpura 2022