Determination Of Attitude Using Games And Purchase Intentions In E-Commerce

Hasna N. Khoirunnisa; Sumadi

doi:10.24912/jm.v27i1.1035

Authors

Hasna N. Khoirunnisa Faculty of Business & Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia
Sumadi Faculty of Business & Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia

DOI:

https://doi.org/10.24912/jm.v27i1.1035

Keywords: Hedonic Benefits; Social Value; Attitude to Use; TPB; SEM.

Abstract

This study aims to analyze the determinants of the use of games and the intention of buying in e-commerce. The data used is quantitative, with the population of Indonesian people who have played games in e-commerce. The data was collected using the nonprobability sampling method through the Google Form of 300 respondents. This study used Structural Equation Modeling (SEM) with the Lisrel version 8.80. To produce a fit model, this correlated study errors based on modification indices. Thus, the study concluded that utilitarian benefits and time/effort do not affect their attitude toward gaming use, but hedonic benefits and social values do affect their attitude toward gaming use, and the attitude toward gaming use has a positive effect on the intention of buying.

Author Biographies

Hasna N. Khoirunnisa, Faculty of Business & Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia

khoirunnisa.hasna@gmail.com

Sumadi, Faculty of Business & Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia

sumadi@uii.ac.id

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