Articles

Antecedents Affecting Behavioral Intention Involving UTAUT Variables, Internet Shopping Anxiety, Herd Behaviour and Covid-19 Fear (Empirical Study on Online shopping Users in Bandung City)

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This study aims to measure the influence of behavioral intention involving UTAUT variables, Online Shopping Anxiety, Herd Behavior, and COVID-19 Pandemic Fear on online shopping users in the city of Bandung. The research method employed is quantitative, used to test the cause-and-effect relationships among variables that form the structural equation model. This is done using empirical data collected through a survey with a five-point Likert scale for 23 questionnaire items. The indicators of each variable obtained from the survey data were tested for validity and reliability. The data was collected from 331 respondents who are online shopping users in the city of Bandung. The collected data were analyzed using SmartPLS 3.2.9 software. The results of this study show that Performance Expectancy has a positive influence on Behavioral Intention, Facilitating Conditions have a positive influence on Behavioral Intention, Internet Shopping Anxiety has a negative influence on Behavioral Intention, Imitating Others has a positive influence on Behavioral Intention, Discounting One’s Own Information has a positive influence on Behavioral Intention. Moreover, COVID-19 Fear has a negative influence on Imitating Others, and COVID-19 Fear has a positive influence on Discounting One’s Own Information.

The Influence of Interactivity and Ephemerality of Instagram Advertisements in Shaping Perceived Value and Behavioral Intention

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Instagram stands out as a prominent platform, offering companies a valuable space to promote their offerings to a vast and diverse audience. To capture consumer interest, Instagram advertisements now incorporate innovative interactive features and ephemeral effects, enhancing their appeal and engagement. The objective of this study is to examine the influence of interactivity and ephemerality of instagram advertisements in shaping perceived value and behavioral intention. A quantitative research approach was employed in this study. Data from 239 participants were gathered through an online survey and analyzed utilizing SmartPLS 3.2.9 software employing Structural Equation Modeling. The findings indicate that the interactivity and ephemerality of Instagram Stories advertisements significantly influence three types of perceived value such as utilitarian, hedonic, and social value among female consumers of the fashion brand HeyLocal. Furthermore, these perceived values motivate positive behavioral intentions such as the intention towards social media activities, online search, and brand purchase. In contrast to social value, it was found that utilitarian and hedonic value do not directly impact brand purchase. In addition, our research revealed that consumers’ purchase decisions can be reinforced through their engagement in social media activities and online information search.