E-Commerce Impact toward User Hedonism Behavior
Journal Title: International Journal of Engineering and Science Invention - Year 2018, Vol 7, Issue 8
Abstract
The Objective of this study to examine the factor that affect the hedonism behavior of e-commerce service in developing country. A total of 52 respondent choosen by random sampling. Using path analysis with hypothesize direct effect of hedonic variabel toward attitude, attitude toward behavior, Subjective norm and intention. Result of this study found that attitude,Intention and subjective norm increasing hedonism behavior with estimate weight = 0.229, 0.501 and 0.294. This study have significant implication especially for stakeholder related to future market trend.
Authors and Affiliations
Nurfitria Ningsi, Rina Sardiana Sari, Arif Rahman Hakim
Keywords
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