Impact of Online Shopping Values on Website Satisfaction Among Millennials
Aemillyawaty Abas1*, Nur Syuhada Muhammad1, Muhammad Muhaimin Shakir1
1 Faculty of Business Management, UiTM Cawangan Melaka, Melaka City Campus, Malaysia
*Corresponding Author: [email protected] Accepted: 15 October 2021 | Published: 1 November 2021
__________________________________________________________________________________________
Abstract: Malaysian purchasing behaviour have changed due to the advancement of technology where in average they spent more than 9 hours in a day on Internet with 3 hours on social media, while Shoppe was ranked at number 1 as shopping online platform in 2019 to 2021. In addition, Malaysian government allocated RM300 million budget for the purpose of accelerating digitalization of micro-enterprises and SMEs in 2021. Past studies found that as shoppers are pleased with website design, they tend to share the experience with others.
However, little is known in online shopping factors that could burst high web satisfaction as it is still considered at early stage. Failure to fully understand how online consumers react to web design could resulted low achievement in ROI that include web satisfaction, high traffic and cost. This study investigated the context variables which consist of internal (i.e. hedonic shopping value and utilitarian shopping value) and external (i.e. website informativeness, website entertainment, and effectiveness of information content) shopping values on website satisfaction online consumers. A survey was conducted using snowball sampling from Klang Valley millennials sample where data was analysed using multiple regression analysis. The result shows all except website entertainment and effectiveness of information contents are significant on web satisfaction and website informativeness played most crucial influence on web satisfaction.
Keywords: Online purchase behaviour, web satisfaction, online shopping values, web atmospheric cues, millennial
___________________________________________________________________________
1. Introduction
As more Malaysian consumers spent digital spending, it is expected that digital commerce will grow 2.7 times which is estimated to be worth at US9.1billion (Yusuf, 2020). Findings also showed that more Malaysian online consumers were exposed to newer products or services through internet and social media which illustrates the changes in online web browsing. A finding found that most consumers are clueless on what to search online while shopping which in return create browsing behaviour that fuel the future digital behaviour spending and development of better official websites that enables to gain more customer loyalty (Birruntha, 2019). Malaysian Investment Development Authority (MIDA) reported that Shopee has the highest website traffic and a local online shopping mall; PG Mall was listed in top five most visited websites. This portrays how Malaysian consumers are shifting its online shopping browsing behavior in tremendous pace. This is a crucial evidence of how important it is having an effective shopping website to the e-marketers. Hasanov and Khalid (2015) found that a good
purchase. Ranganathan and Grandon (2002) and Wolfinbarger and Gilly (2003) agreed that quality web design is important for e-marketers because as the quality web design improve, the e- enjoyment, e-evaluation, e-loyalty and customer satisfaction will be higher.
Majority past studies (Karimi and Wang, 2017; Park and Nicolau , 2015; Shin, Chung, Xiang, and Koo, 2019; Ghose & Ipeirotis, 2011; Korfiatis, GarciA-Bariocanal, & Sanchez-Alonso, 2012; Racherla & Friske, 2012; Hlee et al., 2018) have investigated online purchase behavior and online shopping motivators which focused on United States and European countries (Ha and Stoel, 2012). However, little is known how internal and external stimuli shopping values namely shopping values and web atmospheric cues have impact on web satisfaction specifically for Asian countries particularly from Malaysia perspective (Prashar et al., 2017).
Ozkara, Ozmen and Kim (2017) stated there is an inconsistent finding in past studies on how internal stimuli shopping values had been studies in regard to online purchasing behaviour that should be further investigated. Thus, this study would like to address where the internal and external stimulus of shopping values and web atmospheric cues have impact on web design satisfaction in Malaysia perspective. It is also aimed to test how different the web user behaviour in Malaysia with past studies in the similar setting.
Web satisfaction
Muylle et al. (2004) defined web user satisfaction as “the attitude towards the website by a hands-on user of the site”. It is suggested that web satisfaction should incorporate users or consumer’s personality and attitude in developing a good website. Past studies had found that consumer satisfaction eventually lead to more important behavioural and financial results such as loyalty, trust, repeat purchase and profitability (Shankar et al., 2003; Gustafsson et al., 2005;
Flavián et al., 2006; Chiou and Shen, 2006). Dianat et al. (2019) stated that past studies had little finding on what specifically influence the impact of web design on user satisfaction.
Findings from Menon and Kahn (2002) revealed that as online shoppers engaged and found interesting and engaging website, they tend experienced more positive feelings that led to more impulsive purchasing behaviour.
Internal Stimuli: Hedonic and Utilitarian
Utilitarian shopping motivation is defined as mission critical, rational, decision effective and goal-oriented while Hedonic shopping motivation refers to those consumption behaviours in search for happiness, fantasy, awakening, sensuality, and enjoyment (Hirschman and Holbrook, 1982; Batra and Ahtola, 1991; Engel et al., 1993). This means that consumers tend to start their shopping decision with inquiring information on the product or services. Hedonic values influence consumers to enjoy shopping due to involvement of emotional element. Both motivation values do not take consideration of completing the task. As technology becoming more advance and interesting, consumers shopping online tend to shift to be more hedonic in nature, rather than just utilitarian motivated (To, Liao, and Lin, 2007). In the past, this value was found to have impact on impulse shopping action compared to utilitarian factors.
Furthermore, a study from Wertenbroch (2000) found that shopping decision and experience were influenced by many different kind of product or services features. It is then found by Prashad et al (2017) that both hedonic and utilitarian shopping values have impact on web viewing and satisfaction.
H1: Hedonic shopping values has influence on web satisfaction H2: Utilitarian shopping values has influence on web satisfaction.
External Stimuli: Web Atmospheric Cues
Traditionally, atmospheric cues revolved around brick and mortar store environment. As for web or e-atmospheric environment or cues, Dailey (2004) defined it as “conscious designing of web environments to create effects among users in order to increase favourable consumer responses.” Past studies on web atmospheric cues focused on the design of webpage, resolution of web quality, type and size of font, images and colors, the layout of web navigation, ease to use webpage, security, language or payment support platform and infotainment features (Mummalaneni, 2005; Hausman and Siekpe, 2009; Davis, Wang, and Lindridge, 2008;
Rayburn, and Voss, 2013; Floh, and Madlberger, 2013). Chen and Wells (1999) and Hoffman and Novak (1996) stated that web keys include informativeness and its contents effectiveness were further studied and found to have impact on web users and visitors.
Different directions had been studies in this aspect where Nielsen (2000) further add new category which was functional cues to which it focused on the usability of the website. It looked into how the website deals with solving difficulties for the web users and how it communicates through the web system (Benbunan-Fich, 2001). More new directions were studies in web atmospheric which include aesthetics (Tractinsky et al., 2000) as it serves as an in-depth category and definition in evaluating the web design. Prashad et al., (2017) in their study found there are relationship between web atmospheric cues on web user satisfaction.
H3: Web informativeness has influence on web satisfaction H4: Web entertainment has influence on web satisfaction
H5: Effectiveness of information content has influence on web satisfaction
This study adopted the linear relationship that was tested by Prashad et al. (2017) where it investigated web users in India.
2. Research Methods
The target population for this study was millennial individuals age between 19 to 35 years old in Klang Valley, Malaysia as this group in the area is closer to latest technology and online behavior. To minimize weakness of a non-probability, a snowball sampling was chosen. A small initial groups were identified with history online purchase question and later were requested to suggest group of sample that shared similar online purchase behavior. A sample of 100 respondents were selected for data collection.
As stated by Cooper and Schindler (2001) where web-based survey is considered as one of most feasible and cost effective, the questionnaire instrument for this study was online distributed to the sample using Google Forms. The question used a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree) was adopted from past studies. The questionnaire composed of two sections that included the items for variables and profile.
Table 1: Instrument
Section A Number of items Source
Website satisfaction 3 Bhattacherjee (2001)
Hedonic shopping value 4 Babin, Darden and Griffin (1994) Utilitarian shopping value 5 Babin, Darden and Griffin (1994)
Web informativeness 4 Chen and Wells (1999)
Web entertainment 5 Chen and Wells (1999)
Effectiveness of information content 5 Bell and Tang (1998)
Section B Number of items Source
Demographic profile 5 Prashar et. al. (2017)
3. Result and Discussion
From total of 100 respondents 68% were female who majority aged between 18 to 25 years and single which represented by 95%. 60% of the are still students where 79% are still studying for first bachelor’s degree.
Reliability testing was analyzed to test the internal consistency of dependent variable which was web satisfaction and the independent variables. The results in Table 2 indicated that measurement instruments for each factor are reliable since the Cronbach’s alpha range between 0.681 to 0.923 with exceed recommended value by Sekaran (2016).
Table 2: Cronbach’s Alpha Reliability Statistics
Factors Cronbach's
Alpha
N of
Items Reliability Analysis
Web Satisfaction .681 3 Acceptable
Hedonic Shopping Value .811 4 Very Good
Utilitarian Shopping Value .756 5 Good
Website Informativeness .867 4 Very Good
Web Entertainment .885 5 Very Good
Effectiveness of info content .923 5 Excellent
Table 3 below shows the value of r2 where it explains the amount of independent variables that related to variance and changes in dependent variable. This value of 56.5% for this study indicates that the variance of web satisfaction can be predicted and explained by the independent variables that are hedonic shopping values, utilitarian shopping values, web informativeness, web entertainment and effectiveness of information content.
Table 3: Model Summary
Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 .732a .535 .510 1.95070
Table 4: Analysis of Variance
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regression 411.870 5 82.374 21.648 .000b
Residual 357.690 94 3.805
Total 769.560 99
From Table 4, the p-value associated with F-test (F=21.648) is very small where it less than 0.05 in which indicates that the group of independent variables in this study are reliable to predict the dependent variable; web satisfaction. In other words, the sample data provides sufficient evidence that this regression model used in this study is fit and appropriate as it fulfill the assumptions of linearity.
Results in Table 5 exhibits three independent variables; hedonic shopping values, utilitarian shopping values and web informativeness have significant relationship with web satisfaction as p-value is less than .05 while there rest of 2 independent variables; web entertainment and information content do have effect on web satisfaction since p-value more than 0.05. This can be concluded that H1, H2 and H3 are accepted while H4 and H5 are rejected as illustrated in Table 6.
Additionally, Table 5 also shows that the most influential factor on web satisfaction is web informativeness as the standardized Beta coefficient provides the highest value. In other words, for every unit of web informativeness increases, the web satisfaction will increase by 0.318, holding all other variables constant.
Table 5: Regression Cofficient Coefficientsa
Mode l Unstandardized
Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 3.530 1.421 2.484 .015
Hedonic .145 .061 .232 2.382 .019
Utilitarian .142 .050 .258 2.859 .005
Web Info .226 .081 .318 2.777 .007
Web Ent -.010 .080 -.016 -.128 .898
Eff Info Content
.053 .052 .107 1.008 .316
Dependent variable: Website Satisfaction
Independent variables: Hedonic Shopping Value, Utilitarian Value Shopping, Web
Table 6: Hypotheses Testing Result
Variable Hypothesis Result
Hedonic shopping value
H1 There is relationship between hedonic shopping value and web satisfaction
Accepted
Utilitarian shopping value
H2 There is relationship between utilitarian shopping value and web satisfaction
Accepted Website
informativeness
H3 There is relationship between website informativeness and web satisfaction
Accepted
Website entertainment
H4 There is relationship between website entertainment and web satisfaction
Rejected Effectiveness of
information content
H5 There is relationship between effectiveness of information content and web satisfaction
Rejected
4. Conclusion
From the above interpretation, three variables namely hedonic shopping values, utilitarian shopping values and web informativeness are significantly have impact on website satisfaction where consistent with findings from Prashar et. al (2017), Lee and Wu (2017), and Vijay, Prashar and Sahay (2019). This finding is supported by results from past studies included Lai et. al (2009), Yoo and Kim (2005) and Hsieh, Hsieh, Chiu and Yang (2014) where they found hedonic and utilitarian shopping values are crucial as it succeeded in making web sites more arousing. Nawi, Al Mamun and Raston (2015) in their findings concluded that information quality was among of their eight factors that have influence on satisfaction. With these past studies, it can conclude that both hedonic and utilitarian shopping values play important roles on customer satisfaction especially online platform.
Meanwhile website entertainment and effectiveness of information were found to have no impact on web satisfaction of millennials which similar to results with past studies from Li, Peng, Jiang and Law (2017) and Zha, Zhang, Yan and Xiao (2015). Kümmerling and Meixner (2011) stated that infotainment which included in web entertainment should be integrated with different platforms and technologies to all its optimal effect on consumer, which may be lack in most of website pages visited by Klang Valley millennials. This should be further studies on website aspects as in past literature, both web entertainment and web effectiveness of information have strong relation with traditional setting in customer satisfaction.
Online marketers or e-marketers should play attention on the web designing specifically on web informativeness. As suggested by Hsieh, Hsieh, Chiu and Yang (2014), one of crucial steps in web designing, the websites should offer resourceful and useful information that can fulfil the search needs by the online consumers. Specification of product details, descriptions which go beyond the basic information should be exploited with the help of advance technology like search histories and past customer preferences (Keller, 2010). Thus, upgrading web informativeness is necessary as it have direct impact on web satisfaction. Vijay, Prashar and Sahay (2019) further explained that websites with better information on products and services is associated with higher degree of satisfaction and it is one of the most relevant factor in online purchase experience.
As e-marketers, it is crucial to keep on track the web users’ preferences as it has impact on the web traffic, subsequently on e-consumers’ repeat purchase and loyalty. Such data would facilitate e-marketers with knowledge and capability to design effective web design that will produce high in web traffic, web satisfaction and loyalty and financial returns. Other web
atmospheric cues that should take in place for many e-marketers in Malaysia including virtual reality, 3D visual and displays and artificial intelligence features that allow for better interactive and engagement. Taking advantage of advance technology in improving web design should be considered especially when Malaysian government prioritize development in e- commerce among Malaysian small-and-medium enterprise.
This finding was found slightly different from Prashad et al. (2017) finding due to its limitation.
Thus, more studies in cross-section and longitudinal setting will further provide better knowledge on this scope with larger population and scope. Taking consideration of web satisfaction as mediating variable between the independent variables with e-customer loyalty or repeat purchase should be considered, apart from using probability sampling technique for better generalization purposes, is recommended, as suggested by Bulut (2015).
References
A bountiful year for e-commerce (Publication). (n.d.). Retrieved January 2, 2020, from Malaysian Investment Development Authority (MIDA) website:
https://www.mida.gov.my/home/9767/news/a-bountiful-year-for-e-commerce-/
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
Birruntha. (2019, December 11). Digital consumers turn to social media to discover new
products, study shows. Retrieved from
https://themalaysianreserve.com/2020/6/11/digital- consumers-turn-to-social-media- to-discover-new-products-study-shows/
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation- confirmation model. MIS quarterly, 351-370.
Bell, H., & Tang, N. K. (1998). The effectiveness of commercial Internet Web sites: A user’s perspective. Internet Research.
Benbunan-Fich, R. (2001). Using protocol analysis to evaluate the usability of a commercial web site. Information & management, 39(2), 151-163.
Bulut, Z. A. (2015). Determinants of repurchase intention in online shopping: A Turkish consumer’s perspective. International Journal of Business and Social Science, 6(10), 55-63.
Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of advertising research, 39(5), 27-38.
Chiou, J. S., & Shen, C. C. (2006). The effects of satisfaction, opportunism, and asset specificity on consumers' loyalty intention toward internet portal sites. International Journal of Service Industry Management.
Dailey, L. (2004). Navigational web atmospherics: Explaining the influence of restrictive navigation cues. Journal of Business Research, 57(7), 795-803.
Davis, L., Wang, S., & Lindridge, A. (2008). Culture influences on emotional responses to on- line store atmospheric cues. Journal of Business Research, 61(8), 806-812.
Dianat, I., Adeli, P., Jafarabadi, M. A., & Karimi, M. A. (2019). User-centred web design, usability and user satisfaction: The case of online banking websites in Iran. Applied ergonomics, 81, 102892.
Engel, J.F., Blackwell, R.D., Miniard, P.W., 1993. Consumer Behavior. Dryden, Chiao.
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & management, 43(1), 1-14.
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439.
Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of marketing, 69(4), 210-218.
Ha, S., & Stoel, L. (2012). Online apparel retailing: roles of e‐shopping quality and experiential e‐shopping motives. Journal of Service Management.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5-13.
Hasanov, J., & Khalid, H. (2015). The impact of website quality on online purchase intention of organic food in Malaysia: A WebQual model approach. Procedia Computer Science, 72(6), 382-389.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
Hsieh, J. K., Hsieh, Y. C., Chiu, H. C., & Yang, Y. R. (2014). Customer response to web site atmospherics: Task-relevant cues, situational involvement and PAD. Journal of Interactive Marketing, 28(3), 225-236.
Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.
Kümmerling, M., & Meixner, G. (2011). Model-Based User Interface Development in the Automotive Industry. Proc. of the 3rd Int. Work. Mul. Int. Auto. App, 20-30.
Lee, C. H., & Wu, J. J. (2017). Consumer online flow experience. Industrial Management &
Data Systems.
Li, L., Peng, M., Jiang, N., & Law, R. (2017). An empirical study on the influence of economy hotel website quality on online booking intentions. International Journal of Hospitality Management, 63, 1-10.
Menon, S., & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the Internet shopping experience. Journal of retailing, 78(1), 31-40.
Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526-532.
Muylle, S., Moenaert, R., & Despontin, M. (2004). The conceptualization and empirical validation of web site user satisfaction. Information & management, 41(5), 543-560.
Nawi, N. B. C., Al Mamun, A., & Raston, N. A. (2015). Examining customer satisfaction at the point-of-purchase phase: A study on Malaysian e-consumers. Asian Social Science, 11(16), 88.
Nielsen, J. (2000). Designing web usability.
Rayburn, S. W., & Voss, K. E. (2013). A model of consumer's retail atmosphere perceptions.
Journal of Retailing and Consumer Services, 20(4), 400-407.
Ozkara, B. Y., Ozmen, M., & Kim, J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, 37, 119-131.
Prashar, S., Sai Vijay, T., & Parsad, C. (2017). Effects of online shopping values and website cues on purchase behaviour: A study using S–O–R framework. Vikalpa, 42(1), 1-18.
Ranganathan, C., & Grandon, E. (2002). An exploratory examination of factors affecting online sales. Journal of Computer Information Systems, 42(3), 87-93.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International journal of research in marketing, 20(2), 153- 175.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Tractinsky, N., Katz, A. S., & Ikar, D. (2000). What is beautiful is usable. Interacting with computers, 13(2), 127-145.
Vijay, T. S., Prashar, S., & Sahay, V. (2019). The influence of online shopping values and web atmospheric cues on e-loyalty: Mediating role of e-satisfaction. Journal of theoretical and applied electronic commerce research, 14(1), 1-15.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
Yoo, C. Y., & Kim, K. (2005). Processing of animation in online banner advertising: The roles of cognitive and emotional responses. Journal of Interactive marketing, 19(4), 18-34.
Yusof, A. (2020, January 31). Local digital spending to grow 2.7 times in a market worth US$9.1 bil locally: New Straits Times. Retrieved from https://www.nst.com.my/business/2020/01/561339/local-digital-spending-grow-27-times-
market-worth-us91-bil-locally
Zha, X., Zhang, J., Yan, Y., & Xiao, Z. (2015). Does affinity matter? Slow effects of e-quality on information seeking in virtual communities. Library & Information Science Research, 37(1), 68-76.
