The Use of Online Marketplace Website in Indonesia: A Study of Consumers’ Motives and Gratification
DOI:
https://doi.org/10.3991/ijim.v14i07.11385Keywords:
uses and gratification, online, marketplace, motivesAbstract
The rapid development of technology eases people to do many things such as shopping, paying bill, transferring money, and so on. This study is intended to discover consumers’ motives and gratifications in using online marketplace website through uses and gratification theory (UGT). This study employed quantitative method. The population in this study is the undergraduate students’ of business and economy faculty of Universitas Sumatera Utara who have ever made a purchase at tokopedia.com and bukalapak.com. Accidental and purposive samplings were utilized to determine the samples totaling to 66 respondents. The methods employed to collect the data were survey and questionnaire. Validity and reliability was tested by using SPSS 17.0 Program, and to test the significance level, t-test was employed. The results elucidate the users’ got gratified in information, entertainment, and social interaction motives. Meanwhile, in economic and convenience motives, the users’ gratification was not achieved. Then, there is no difference in the gratification level of Tokopedia.com and Bukalapak.com users. The discrepancy level between motives and users’ gratification in the information, comfortability, entertainment, social interaction, and economic dimension yields not significant score.
Downloads
Published
How to Cite
Issue
Section
License
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution Licence (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
By submitting an article the author grants to this journal the non-exclusive right to publish it. The author retains the copyright and the publishing rights for his article without any restrictions.
This journal has been awarded the SPARC Europe Seal for Open Access Journals (What's this?)