A Preliminary Study of Consumer Behavior From the Online Marketplace in Indonesia

Abstract

The growth of the online marketplace in Indonesia is increasing. By understanding consumer behavior, online marketplaces can enhance their service quality. Consumer behaviors refer to the study of customers and how they behave while deciding to do the transaction. Consumer behavior can be evaluated from activity of repurchase intention, word of mouth, and site revisit. The purpose of this study is to understand the impact of e-service quality, customer satisfaction, and customer trust on consumer behavior of online marketplace. This study uses snowball sampling technique and fill-in through online questionnaires to online customers in Indonesia. There are 431 respondents and analyzed by structural equation modelling using Warppls 7.0 software. Customer satisfaction and customer trust affect repurchase intention and word of mouth while site revisits are influenced by customer satisfaction. Based on this finding, online marketplaces should give more attention and improve the e-service quality to increase the customer satisfaction and customer trust.