Online Book Shopping in Indonesian During the COVID-19 Pandemic

Lissa Rosdiana Noer*, Syaifurrizal Wijaya Putra, Annisa Adinda Adriani

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

The COVID-19 pandemic has lead to the implementation of quarantine for the entire world community. This is done to prevent the spread of COVID-19 and death from it. This impact is also felt by students who have to do many activities including buying books online. In Indonesia, Tokopedia and Shopee are the best-selling e-commerce platforms used by the public to buy books online. Moreover, each of these e-commerce has a fairly practical payment system, namely OVO and ShopeePay. This study tries to test the real motives of Indonesian consumers in buying books online. The method chosen was through structural equation modeling (SEM) which was carried out on two samples. The results show that Tokopedia consumers with OVO payments have hedonic motivation and utilitarian motivation in buying books online. In addition, the data also shows that Shopee consumers who pay through ShopeePay have other reasons besides hedonic and utilitarian motivation. The reason is because of situational influence.

Original languageEnglish
Pages (from-to)117-130
Number of pages14
JournalPublishing Research Quarterly
Volume38
Issue number1
DOIs
Publication statusPublished - Mar 2022

Keywords

  • Online book shopping
  • Structural equation modeling
  • e-Commerce
  • e-Wallet

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