EFFECTS OF E-TRUST AND PERCEIVED VALUE ON GEN-Z PURCHASE INTENTIONS IN E-COMMERCE SHOPEE
Keywords:
Online Customer Review, perceived value, Repurchase intentionAbstract
In the era of digitalization, a growing number of
consumers have shifted to e-commerce platforms. E-commerce
encompasses the buying and selling of goods or services through
digital media, enabling transactions between producers or sellers
and consumers. The increasing popularity of e-commerce is
reflected in the annual rise in user visits and transaction volumes.
However, this surge in online activity, especially during the
pandemic, has also led to a rise in consumer complaints. As
online transactions continue to grow, e-commerce businesses
must consider various factors that influence consumers'
willingness to make repeat purchases. Repurchase intention is a
crucial factor in driving business sales growth. Key determinants
of repurchase intention include e-trust and perceived value. This
study seeks to investigate how e-trust and perceived value impact
the repurchase intentions of Shopee users. The research
population consists of Shopee users, and purposive sampling was
applied to select a sample of 110 respondents. The criteria for
inclusion were: (1) Shopee users aged between 17 and 65 years,
and (2) consumers who have made at least 10 purchases on
Shopee between April 2023 and March 2024. Multiple linear
regression analysis was employed to assess the data. The results
indicate that e-trust significantly affects repurchase intention,
suggesting that consumers are more likely to make repeat
purchases on Shopee if they have a higher level of trust in the
platform. Additionally, the study finds that perceived value also
significantly influences repurchase intention. This finding
underscores that consumers are more likely to engage in repeat
transactions when they perceive and receive the expected
benefits.
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