The influence of perceived usefulness, perceived ease of use, sales promotion, and hedonic motivation on continuance intention through attitude
A study on shopee marketplace users in east java- indonesia
Keywords:
Marketplace, Perceived Usefulness, Sales Promotion, Hedonic Motivation , Continuance IntentionAbstract
The marketplace is growing rapidly in Indonesia. It is important to further understand consumers' intentions to continue using the marketplace platform because the sustainability of the marketplace depends on the continuity of consumers' intentions to keep using it. The goal of this study is to examine the influences of perceived usefulness, perceived ease of use, sales promotion, hedonic motivation on continuance intention through attitude. The sample for this study consists of Shopee application users in East Java and 240 respondents were obtained. Researchers used an online questionnaire as a data collection method, which was then analyzed using the PLS-based SEM method. The findings of this research indicate that perceived ease of use, sales promotion, and hedonic motivation have a significant effect on attitude and continuance intention. Attitude also plays a mediating role in the relationship between perceived ease of use, sales promotion, and hedonic motivation toward continuance intention, excluding perceived usefulness. On the other hand, perceived usefulness does not significantly affect attitude and continuance intention.
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