PENGARUH ONLINE FLOW ELEMENTS DAN KEPUASAN PADA PENGALAMAN BELANJA HEDONIS DAN UTILITARIAN: STUDI KASUS PADA SOCIAL COMMERCE

Authors

  • Lukluk Atul Hidayati Universitas Muhammadiyah Magelang
  • Anissa Hakim Purwantini Universitas Muhammadiyah Magelang

DOI:

https://doi.org/10.12928/optimum.v7i2.7914

Keywords:

online flow elements, hedonic, utilitarian, satisfaction, social sommerce

Abstract

This study examined the relationship between online flow elements on hedonic and utilitarian online shopping experience and its influence on the satisfaction that later influenced the social commerce intention. The research sample using purposive sampling method of social media users who ever search information and purchase online through social media as Facebook, Instagram, Twitter or Path. The results of this study indicate that arousal, challenge and time distortion have positive effect on hedonic online shopping experience, whereas telepresence haven’t significant effect. Importance, interactivity and skill positively influence utilitarian online shopping experience, while the control has no effect. Utilitarian shopping experience influence satisfaction, whereas no significant effect on hedonic shopping experience. Satisfaction positively influence repurchase intention in social commerce.

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Published

2017-09-30

Issue

Vol. 7 No. 2 (2017)

Section

Articles

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