The Impact of Users Value and Behavior on Electronic Marketplace Quality with Trust and User Types as Moderating Variables: A 2021 Study in Greater Jakarta Area

Yapy, Amita and Sembel, Roy and Malau, Melinda (2023) The Impact of Users Value and Behavior on Electronic Marketplace Quality with Trust and User Types as Moderating Variables: A 2021 Study in Greater Jakarta Area. South East Asia Journal of Contemporary Business, Economics and Law, 28 (3). pp. 89-98. ISSN 2289-1560

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Abstract

Digital adoption helps economic growth and brings long term benefits. Increase in internet users over the past years drive digital revolution in Indonesia. As a result of digitization there are changes in the way people consume goods and services. Buying and selling online turns traditional business processes into platforms. Electronic Marketplace is an online platform that connects merchants and customers directly as a user. Attracting users to join the Electronic Marketplace is the biggest challenge due to the value and risk that need to be considered. Users on the Electronic Marketplace transact based on behavior and values while trust needs to be earned through quality for the Electronic Marketplace in order to grow and survive. This study aimed to investigate the effects of value and behavior toward electronic marketplace quality moderated by trust and user types on Greater Jakarta Area. The purpose of this research is for the electronic marketplace to deliver better quality for users and for users to help maximize electronic marketplace benefits. This study used a quantitative research approach where 154 user of electronic retail marketplace samples were collected through a questionnaire during September-October 2021. The analysis of the variables used is Partial Least Square (PLS) Structural Equation Modeling (SEM). The results showed that path coefficient of value and behavior had a positive and significant effect on electronic marketplace quality where both, trust and user type was found to moderate the value and behavior that influence electronic marketplace quality. Implication of this study was for users and the electronic marketplace itself which acts as a facilitator to maximize each other’s potentials which would contribute to economic improvement. This study provided theoretical benefits to support future research which not only focuses on one side of the user, namely the customer, but also contributes to the merchant’s perspective. Keywords: Value, Behavior, Electronic Marketplace Quality, Trust, Users.

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