Online Book Shopping in Indonesian During the COVID-19 Pandemic

被引：0
作者：
Lissa Rosdiana Noer
Syaifurrizal Wijaya Putra
Annisa Adinda Adriani
机构：
[1] Sepuluh Nopember Institute of Technology,
来源：
Publishing Research Quarterly | 2022年 / 38卷
关键词：
Online book shopping; e-Commerce; e-Wallet; Structural equation modeling;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
The COVID-19 pandemic has lead to the implementation of quarantine for the entire world community. This is done to prevent the spread of COVID-19 and death from it. This impact is also felt by students who have to do many activities including buying books online. In Indonesia, Tokopedia and Shopee are the best-selling e-commerce platforms used by the public to buy books online. Moreover, each of these e-commerce has a fairly practical payment system, namely OVO and ShopeePay. This study tries to test the real motives of Indonesian consumers in buying books online. The method chosen was through structural equation modeling (SEM) which was carried out on two samples. The results show that Tokopedia consumers with OVO payments have hedonic motivation and utilitarian motivation in buying books online. In addition, the data also shows that Shopee consumers who pay through ShopeePay have other reasons besides hedonic and utilitarian motivation. The reason is because of situational influence.
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页码：117 / 130
页数：13
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