A Study on the Reuse Intention of E-Commerce Platform Applications: Security, Privacy, Perceived Value, and Trust
Downloads
Objective: Security, privacy, perceived value, and trust are essential elements in reusing intention in an e-commerce application. The lower the security, privacy, perceived value, and trust of a consumer will reduce the reuse intention of an e-commerce application because consumers have many choices. This study aims to analyze the relationship between security, privacy, perceived value, and trust in the intention to reuse e-commerce applications.
Design/Methods/Approach: The objects of this study are consumers who have made transactions through the Tokopedia application at least once using the purposive sampling technique. The collection method distributes questionnaires online via google form and analyzes them using the Partial Least Square (PLS) method with the SmartPLS 3.3 application. The total number of respondents was 242 people.
Findings: The results show that security and privacy had a significant positive effect on perceived value and trust, then perceived value had a significant positive impact on reuse intention. In contrast, the impact of faith on reuse intention was positive but not significant.
Originality: This research topic is very important considering the lack of data at Tokopedia beginning of May 2020 was allegedly causing a decline in the number of Tokopedia users. It will become an important reference for many e-commerce in Indonesia, especially e-commerce companies. E-Commerce makes consumers return to use their services, or in this case, it is called the intention to reuse.
Anshori, Mohamad Yusak. (2010). "Pengaruh Orentasi Pasar, Intellectual Capital, dan Orentasi Pembelajaran Terhadap Inovasi Studi Kasus Pada Industri Hotel Di Jawa Timur.” Integritas - Jurnal Manajemen Bi 3(3), 317–29. file:///C:/Users/Aurino Djamaris/OneDrive/Penelitian/BPPK/59-247-1-PB.pdf.
Anshori, Mohammad Yusak. (2013). "Improving the Restaurant Product Sale of ‘Nasi Goreng Jancuk': A Case Study at Surabaya Plaza Hotel.” International Research Journal of Business Studies, 5(3), 231-240.
Anshori, Yusak, and Viviane Langner. (2007). "The Importance of Customer Satisfaction and Supreme Service Provision in the Hotel Industry: A Case Study of Surabaya Plaza Hotel." Jurnal Manajemen Perhotelan 3(1), 18–25.
Badan Kebijakan Fiskal. (2020). "Pemerintah Perkirakan Pertumbuhan Ekonomi Indonesia Membaik Di Tahun 2021.”
Bavarsad, Belghis, and andMohammad Mennatyan. Farajollah Rahimi. (2013). "A Study of the Effects of Website's Perceived Features on the Intention to Use E-Shopping." World Applied Programming 3(6), 252–63.
Choi, Jaewon, Hong Joo Lee, and Yong Kim. (2011). "The Influence of Social Presence on Customer Intention to Reuse Online Recommender Systems: The Roles of Personalization and Product Type." International Journal of Electronic Commerce 16(1), 129–53.
Das, K., Gryseels, M., Sudhir, P., Tan, K. T., (2016)." Unlocking Indonesia's digital opportunity". McKinsey Indonesia Office, October Report.
Google, TEMASEK, BAIN & COMPANY. (2019). "E-Conomy SEA 2019." e-Conomy SEA 2019, 1–65.
iPrice. (2019). "Peta E"‘Commerce Indonesia.”
Jiang, L., Jun, M and Yang, Z. (2016). Customer Perceived Value and Loyalty: How do Key Service Quality dimension matter in the context of B2C E-Commerce?. Service Business 10 (2): 301-317.
Karya, Denis Fidita. (2020a). "Analisis Reuse Intention Pelanggan Tour Dan Travel ‘X.” Accounting and Management Journal 4(1), 63–70.
Koufaris, Marios, and William Hampton-Sosa. (2004). "The Development of Initial Trust in an Online Company by New Customers." Information and Management 41(3), 377–97.
Loiacono, Eleanor T, Daniel Q Chen, and Dale L Goodhue. (2002). "Webqual Revisited : Predicting the Intent To Reuse a Website." Eighth Americas Conference on Information Systems (JANUARY), 301–9.
Liu, C., Wang, S., Jia. G., (2020)." Exploring E-Commerce Big Data andCustomer-Perceived Value: An Empirical Study onChinese Online Customers". Sustainability, 12(20): 8649.
Malhotra, Naresh K., Sung S. Kim, and James Agarwal. (2004). "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model." Information Systems Research 15(4), 336–55.
Martin, K. (2018). The penalty for privacy violations: How privacy violations impact trust online, Journal of Business Research, 82, pp. 103-116.
Moliner, Miguel A., Javier Sánchez, Rosa M. Rodríguez, and . Luís Callarisa. (2007). "14. 'Relationship Quality with a Travel Agency: The Influence of the Postpurchase Perceived Value of a Tourism Package.'” Tourism and Hospitality Research 7(4), 194–211.
Morgan, Robert M., and Shelby D. Hunt. (1994). "The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58(3), 20.
Patma, T.S., Fienaningsih, N., Rahayu, K.S., Artatanaya, I.G.L.S., (2021). "Impact of Information Quality on Customer Perceived Value, Experience Quality, and Customer Satisfaction From Using Gofood Application”. Journal of Indonesian Economy and Business Vol 36, No. 1, 51 – 61.
Salehzadeh, R and Pool, J. K. (2017) Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brand. Journal of International Consumer Marketing 29 (2): 74-82.
Shah, Mahmood H, Ramanus Okeke, and Rizwan Ahmed. (2013). "Issues of Privacy and Trust in E-Commerce : Exploring Customers ' Perspective.” Journal of Basic and Applied Scientific Research 3(3), 571–77.
Tun, Phyo Min. (2020). "Factors Influencing Intention to Reuse Mobile Banking Services for the Private Banking Sector in Myanmar.” ASEAN Journal of Management & Innovation 7(1), 63–78.
Whitman, E. Michael, and Herbert J. Mattord. (2011). Principles of Information Security. 4th ed. Boston: Cengage.
Zhou, Tao, Yaobin Lu, and Bin Wang. (2009). "The Relative Importance of Website Design Quality and Service Quality in Determining Consumers' Online Repurchase Behavior.” Information Systems Management 26(4), 327–37.
Bavarsad, Belghis, Rahimi, F. and Mennatyan, M. (2013). A Study of the Effects of Website's Perceived Features on the Intention to Use E-Shopping. World Applied Programming, 3(6), 252–63.
Choi, J., Lee, H. J. and Kim., Y. (2011). The Influence of Social Presence on Customer Intention to Reuse Online Recommender Systems: The Roles of Personalization and Product Type. International Journal of Electronic Commerce, 16(1), 129–53.
Ferdousi, B. (2020). Data Security Concerns and Consumers' Trust in Online Business. Proceedings of the 5th NA International Conference on Industrial Engineering and Operations Management. Detroit, Michigan, USA, August 10 - 14, 2020.
Fiskal, B. K. (2020). Pemerintah Perkirakan Pertumbuhan Ekonomi Indonesia Membaik Di Tahun 2021. Issue https://fiskal.kemenkeu.go.id/kajian/2012/06/29/154102726712012-model-proyeksi-konsumsi-bbm-bersubsidi.
Google, T. B. C. (2019). E-Conomy SEA 2019. e-Conomy SEA 2019, 1–65.
iPrice, 2019. Peta E-Commerce Indonesia. Available at: https://iprice.co.id/insights/mapofecommerce/(November 13, 2020)
iPrice, 2020. Peta E-Commerce Indonesia. Available at: https://iprice.co.id/insights/mapofecommerce/.
Karya, D. F. (2020). Analisis Reuse Intention Pelanggan Tour Dan Travel ‘X. Accounting and Management Journal, 4(1), 63–70.
Karya, D. F. (2020). Customer Loyalty Perspective Developed From Customer Commitment. 1(1), 20–26.
Karya, D. F. and Saputri, A. N. I., 2020. Pengaruh Model Delon And Mclean Terhadap Kepuasan Pengguna Pada Pengguna Aplikasi Ovo Di Surabaya. National Conference for Umah: 6.
Koufaris, Marios and Hampton, W. (2004). The Development of Initial Trust in an Online Company by New Customers. Information and Management, 41(3), 377–97.
Loiacono, T, E., Chen, D. Q. & Goodhue., D. L. (2002). Webqual Revisited : Predicting the Intent To Reuse a Website. Eighth Americas Conference on Information Systems (JANUARY), 301–9.
Liu, C., Wang S., Jia, G., (2020). Exploring E-Commerce Big Data and Customer-Perceived Value: An Empirical Study on Chinese Online Customers. Sustainability, 12(20):8649.
Malhotra, K., N., Kim, S. S. and Agarwal, J. (2005). Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model. Information Systems Research, Volume 15, 336–55.
Marianus, S. and Ali, S. (2021). Determining Factors of the Perceived Security Dimensions in B2C Electronic Commerce Website: An Indonesian Study. Journal of Accounting and Investment. Vol 22 (1).
Moliner et al. (2007). Relationship Quality with a Travel Agency: The Influence of the Postpurchase Perceived Value of a Tourism Package. Tourism and Hospitality Research, 7(4), 194–211.
Morgan, M, R. and Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20.
Shah, H, M., Okeke, R. & Ahmed, R. (2013). Issues of Privacy and Trust in E-Commerce : Exploring Customers ' Perspective. Journal of Basic and Applied Scientific Research, Volume 3, 571–77.
Tun, P. M. (2020). Factors Influencing Intention to Reuse Mobile Banking Services for the Private Banking Sector in Myanmar. ASEAN Journal of Management & Innovation, 7(1), 63–78.
Wang, E. S. T. (2019). Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk. Journal of Theoretical and Applied Electronic Commerce Research. Vol 14 (2). 59-69.
Whitman, Michael, E. and Mattord, H. J. (2011). Principles of Information Security. 4th ed. Boston: Cengage.
Zhou, Tao, Lu, Y. and Wang, B. (2009). The Relative Importance of Website Design Quality
and Service Quality in Determining Consumers' Online Repurchase Behavior. Information Systems Management, 26(4), 27–37.
Copyright (c) 2022 Mohamad Yusak Anshori, Denis Fidita Karya, Mira Nirmala Gita
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. The author(s) hold the copyright of the article without restrictions.
2. The author(s) retain publishing rights without restrictions
3. The legal formal aspect of journal publication accessibility refers to Creative Commons Attribution (CC BY).
