Analysis of Effort Expectancy, Social Influence, Price Value, and Hedonic Motivation on Behavioral Intention of Aerostreet
Abstract
This study aims to analyze the influence of effort expectancy, social influence, price value, and hedonic motivation on behavioral intention regarding the adoption of e-commerce technology among consumers of Aerostreet products. This study employs a quantitative approach using purposive sampling to survey 150 respondents in Indonesia who have previously purchased Aerostreet products via e-commerce. Data were collected via a six-point Likert scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that effort expectancy does not influence behavioral intention because the majority of consumers are now accustomed to using digital technology and e-commerce platforms, so ease of use is no longer the primary factor determining their intention to use them. The results regarding price value do not have a significant impact because consumers place greater value on a technology experience that offers satisfaction, exclusivity, and convenience; as a result, cost is no longer the primary factor in determining their intention to use e-commerce. Furthermore, hedonic motivation does not have a significant effect on behavioral intention because users focus more on functional benefits than on entertainment aspects. The finding that social influence has a positive and significant effect on behavioral intention confirms that social influences-such as recommendations from friends, family, influencers, and other users’ reviews-can shape consumers’ beliefs and positive perceptions of e-commerce platforms. In practical terms, Aerostreet needs to continue optimizing its social influence-based marketing strategy. Further research is recommended using a longitudinal research design to gain a deeper understanding of consumers’ behavioral intentions regarding e-commerce use.
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