The Effect of User Interface Design and User Experience Design on Consumers Purchase Intentions of Shopee Application in Indonesia with Ease of Use as A Mediating Variable

Author(s)

Nabila Auwabina , Ramadania , Nur Afifah , Juniwati , Mustaruddin ,

Download Full PDF Pages: 01-10 | Views: 297 | Downloads: 101 | DOI: 10.5281/zenodo.7660199

Volume 12 - January 2023 (01)

Abstract

This study aimed to determine the effect of User Interface Design and User Experience Design on Perceived Ease of Use and Consumers' Purchase Intentions on the Shopee application, which is currently the first rank in e-commerce with the most monthly active users in Indonesia. As there are many users of the Shopee application, it is necessary to determine whether the design and ease of use affect consumers' purchase intentions. This research provided a novelty to the user interface design and user experience design constructs that used perceived ease of use as a mediating variable. The data collection method used a questionnaire with a total of 215 respondents through a purposive sampling technique. Using Structural Equation Modeling (SEM) with AMOS 26 tool, the results of this study indicated that User Interface Design and User Experience Design had a positive and significant effect on Perceived Ease of Use and Purchase Intention.

Keywords

Perceived Ease of Use, Purchase Intention, Shopee, User Interface Design, User Experience Design

References

Arifah, I. D. C., & Juniarti, R. P. (2021, May). Interface Aesthetic, Perceived Value, Perceived Ease of Use, and Perceived Usefulness on Purchase Intention of Smartwatch Consumers. In International Conference on Business and Engineering Management (ICONBEM 2021) (pp. 25-33). Atlantis Press.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.

Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 946-966.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

Dedeke, A. N. (2016). Travel web-site design: Information task-fit, service quality and purchase intention. Tourism management, 54, 541-554.

Design, U. I. (2018). Interaction Design Foundation. Dostupno na: https://www. interaction-design. org/literature/topics/ui-design,[Pristupljeno: 2. srpnja 2020.].

Fitriana, D. E., & Yanto, A. F. (2020). Analisis User Experience (Ux) Fitur Marketplace Facebook. JURNAL EKONOMI DAN TEKNIK INFORMATIKA, 8(2), 47-66.

Hair, J.H., Black, B., Babin, & B., Anderson, R.E., (2014). Multivariate Data Analysis (7th ed.). Essex: Pearson.

Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Behavior, 54, 224-230.

Jimenez, N., San-Martin, S., & Azuela, J. I. (2016). Trust and satisfaction: the keys to client loyalty in mobile commerce. Academia Revista Latinoamericana de Administración.

Jung, W. (2017). The effect of representational UI design quality of mobile shopping applications on users’ intention to shop. Procedia computer science, 121, 166-169.

Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran.

Morville, P. (2004). User experience (UX).

Moslehpour, M., Pham, V. K., Wong, W. K., & Bilgiçli, İ. (2018). E-purchase intention of Taiwanese consumers: Sustainable mediation of perceived usefulness and perceived ease of use. Sustainability, 10(1), 234.

Muslim, E., Moch, B. N., Wilgert, Y., Utami, F. F., & Indriyani, D. (2019, April). User interface redesign of e-commerce platform mobile application (Kudo) through user experience evaluation to increase user attraction. In IOP Conference Series: Materials Science and Engineering (Vol. 508, No. 1, p. 012113). IOP Publishing.

Noor, M. N. M. (2013). Malaysian consumers' attitude towards mobile advertising and its impact on purchase intention (Doctoral dissertation, Multimedia University (Malaysia)).

Pane, M. A., Rini, E. S., & Fawzeea, B. K. (2022). The Impact Of Percieved Ease of Use, Brand Awareness And Freemium Business Model on Buying Interest of Spotify Users In Medan City. International Journal of Economic, Technology and Social Sciences (Injects), 3(1), 15-23.

Pepper, M. B., & Anderson, K. (2009). Corporate Entrepreneurship, Gender, And Credibility: An Exploratory Study. Marketing Management Journal, 19(2).

Rashidi, H., Heidari, H., Movahedin, M., Moazami Gudarzi, M., & Shakerian, M. (2021). Investigating the Effective Factors on Adoption of E-Learning System in Qazvin University of Medical Sciences. Journal of Computational Statistics and Modeling, 1(2), 1-25

Raza, M. A., Ahad, M. A., Shafqat, M. A., Aurangzaib, M., & Rizwan, M. (2014). The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan. Journal of Public Administration and Governance, 4(3), 1–19.

Santoso, D. A., & Wiradinata, T. (2014). Adoption of Facebook as an Online Selling Medium: An Extended Technology Acceptance Model.

Selamat, Z., Jaffar, N., & Ong, B. H. (2009). Technology acceptance in Malaysian banking industry. European journal of economics, finance and administrative sciences, 1(17), 143-155.

Schlatter, T., & Levinson, D. (2013). Visual usability: Principles and practices for designing digital applications. Newnes.

Syed-Abdul, S., Malwade, S., Nursetyo, A. A., Sood, M., Bhatia, M., Barsasella, D., ... & Li, Y. C. J. (2019). Virtual reality among the elderly: a usefulness and acceptance study from Taiwan. BMC geriatrics, 19(1), 1-10.

Tambunan, B., Sihombing, H., Doloksaribu, A., & Muda, I. (2018, September). The effect of security transactions, easy of use, and the risk perceeption of interest online buying on the e-commerce tokopedia site (Study on Tokopedia. id site users in Medan city). In IOP Conference Series: Materials Science and Engineering (Vol. 420, No. 1, p. 012118). IOP Publishing.

Vandecandelaere, A. (2018). The impact of user experience on customer purchase intention in a highly competitive market.

Vavliakis, K. N., Katsikopoulos, G., & Symeonidis, A. L. (2019). E-commerce Personalization with Elasticsearch. Procedia Computer Science, 151, 1128-1133.

Veno, A., Prijanto, T., & Nurkholis, N. (2019). Determination of Purchase Intention Factors on the Online Shop Site. Agregat: Jurnal Ekonomi Dan Bisnis, 3(2), 125-143.

Vu, T. A., Thang, D. M., & Mai, D. T. (2020). Customer’s behavior on intention to purchase on online shopping in Vietnam. Journal of Business and Management Sciences, 8(3), 85-88.

Wang, X., & Yang, Z. (2008). Does country‐of‐origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry. International marketing review.

Wardani, N. I. K., Hendrati, I. M., & Sishadiyati, S. (2020). The Influence Factors Interest in Buying on E-commerce. Journal of Economics, Business, and Government Challenges, 3(1), 16-20.

Watulingas, E. B., & Permana, D. (2020). The Influence of User Interface, User Experience and Digital Marketing toward Purchase Intention. International Humanities and Applied Science Journal, 3(2), 35-39.

Wuryandari, N. E. R., Vincentiar, P., & Permana, D. (2019). Buying intention through user interface design. European Research Studies Journal, 22(3), 470-479.

Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS quarterly, 373-396.

Youm, D. S., & Yu, S. Y. (2013). The effects of UI (user interface) experience on product attitude and purchase intention for smartphones. Journal of Digital Convergence, 11(4), 129-137.

https://nasional.kontan.co.id/news/ 2022/11/06/ Transaksi E-Commerce Melonjak 22,1% di Semester I-2022 (2022)

https://www.data.ai/en/apps/unified-app/top/active-user/indonesia/applications/all-phone/#top-apps/ 2022/10/03/ Top Apps by Active Users across All Phones in Indonesia as of September 12, 2022 (2022)

Cite this Article: