SMES’ E-COMMERCE ADOPTION TOWARDS CONSUMER EXPERIENCE

Jurnal Bisnis dan Manajemen

Faizal Haris Eko Prabowo¹  Andina Eka Mandasari²  Nuryanti Taufik²  Allicia Deana Santosa² 

[1] Universitas Galuh;Universitas Siliwangi;

关键词: e-commerce adoption;    sme;    consumer experience;    repurchase intention;   

DOI  :  http://dx.doi.org/10.24198/jbm.v21i2.373

来源: DOAJ

【 摘 要 】

This study aims to determine how the effect of e-commerce adoption on SMEs towards consumer experience in shopping online and its impact on repurchases. This research is a quantitative study with a survey method. The analytical tool used is Structural Equation Modeling. The sample size in this study is 205 respondents who have made transactions on the fashion SME e-commerce websites. The results showed that the better the adoption of e-commerce carried out by SMEs fashion, the better it is in providing a good experience for consumers, which ultimately made consumers repurchase on the website. This study provides new measurements of consumer responses in the form of experience after using SME e-commerce websites.

【 授权许可】

Unknown