Abstract: Technological developments have positive direct implications for the business world, government, and human lifestyle. Online repurchases are of particular concern for Lazada's company behind the declining number of visitors on Lazada's e-commerce platform. The purpose of this study is to determine the role of perceived value in mediating the utilitarian and hedonic shopping value influences on intent to online repurchase. The study was conducted on Lazada online shopping site with a total of 90 respondents. Data obtained by distributing questionnaires were analyzed using technical analysis of structural equation modeling (SEM) based on partial least square (PLS). The results of this study indicate that utilitarian shopping value has a positive and significant effect on perceived value and intent to online repurchase. Hedonic shopping value has a positive and significant effect on perceived value and intent to online repurchase. Perceived value is able to mediate the positive influence of shopping values and hedonic shopping value positively and significantly on the intent to online repurchase on Lazada's online shopping site. This shows that perceived value has an important role in the utilitarian shopping value and consumer hedonic shopping value, thus increasing the intent to online repurchase on Lazada's online shopping site. In addition, Lazada management is expected to continue to pay attention to the values perceived by consumers such as utilitarian and hedonic and perceived value so that users continue to make repeat purchases online for goods or products provided on Lazada's e-commerce platform.goods or products provided on Lazada's e-commerce platform.
Keywords: E-Commerce, Utilitarian Shopping Value, Hedonic Shopping Value, Perceived Value, and Intent to Online Repurchase, Lazada.
Title: The Role of Perceived Value Mediate the Effect of Utilitarian and Hedonic Shopping Value on Intent to Online Repurchase
Author: I Gusti Ngurah Made Widia Astawa, Tjokorda Gde Raka Sukawati
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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