The Influence of Digital Literacy and Website Quality on Customers` Online Purchase Intention (An Empirical Study of B2C E-commerce in Palestine)

Nazzal, Ayman Ghazi Tahir and Prof. Dr. Armanu,, SE., M.Sc, and Prof. Dr. Djumilah Hadiwidjojo,, SE, and Ananda Sabil Hussein,, Dr. (2022) The Influence of Digital Literacy and Website Quality on Customers` Online Purchase Intention (An Empirical Study of B2C E-commerce in Palestine). Doktor thesis, Universitas Brawijaya.

Abstract

Laporan terbaru dari biro statistik pusat Palestina menyebutkan hal tersebut bahwa belanja online di Palestina memiliki persentase yang rendah yaitu 9,8%. Untuk mengatasi hal tersebut, penelitian ini dilakukan untuk mengetahui pengaruh kualitas website dan literasi digital terhadap niat individu untuk berbelanja online. Untuk memenuhi tujuan ini penelitian menjawab lima pertanyaan penelitian berikut. (1) Apakah ada yang signifikan pengaruh kualitas situs web terhadap persepsi kegunaan, kepercayaan, persepsi kemudahan penggunaan, dan niat pembelian online pelanggan? (2) Apakah ada pengaruh digital yang signifikan literasi tentang manfaat yang dirasakan, kepercayaan, kemudahan penggunaan, dan online pelanggan niat membeli? (3) Apa dampak dari persepsi manfaat, kepercayaan, dan persepsi kemudahan penggunaan terhadap niat membeli online pelanggan? (4) Apakah dirasakan kegunaan, kepercayaan, dan persepsi kemudahan penggunaan memediasi hubungan antar situs web kualitas dan niat pembelian online pelanggan? (5) Apakah dirasakan manfaatnya, kepercayaannya, dan persepsi kemudahan penggunaan memediasi hubungan antara literasi digital dan niat pembelian online pelanggan? Temuan penelitian ini harus memberikan gambaran yang tepat pedoman dan rekomendasi kepada pengecer online dengan harapan peningkatan internet niat pengguna untuk mengadopsi belanja online.Bertempat di Palestina, penelitian kuantitatif eksplanatori ini menggunakan metode primer Data dikumpulkan dari kuesioner yang disebarkan kepada 586 pengguna internet dengan tingkat yang berbeda-beda latar belakang yang dipilih melalui metode non-probability sampling dan teknik pengambilan sampel secara purposif. Data tersebut kemudian diolah dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (PLS-SEM) untuk menguji hubungan yang dihipotesiskan.Penelitian ini secara empiris menemukan bahwa kualitas website, literasi digital, kepercayaan, dan persepsi manfaat secara signifikan mempengaruhi niat pengguna internet Palestina untuk berbelanja online dan bahwa kualitas situs web dan literasi digital secara signifikan memengaruhi kepercayaan, manfaat yang dirasakan, dan kemudahan penggunaan yang dirasakan. Selanjutnya sebagai kepercayaan dan persepsi kegunaan berpengaruh positif terhadap niat pembelian online, persepsi kemudahan penggunaan berpengaruh positif tidak mempunyai pengaruh signifikan terhadap niat membeli secara online. Terakhir, percaya dan manfaat yang dirasakan secara parsial memediasi pengaruh kualitas situs web dan literasi digital pada niat membeli online, namun persepsi kemudahan penggunaan tidak memediasi pengaruhnya kualitas situs web dan literasi digital terhadap niat membeli online.

English Abstract

Recent reports from the Palestinian central bureau of statistics have mentioned that online shopping in Palestine has a low percentage of 9.8%. In order to address the matter, this study was conducted to investigate the effect of website quality and digital literacy on individuals' intentions to shop online. To meet the objective, this research answers the following five research questions. (1) Is there any significant influence of website quality on perceived usefulness, trust, perceived ease of use, and customer's online purchase intention? (2) Is there any significant influence of digital literacy on perceived usefulness, trust, perceived ease of use, and customer's online purchase intention? (3) What are the impacts of perceived usefulness, trust, and perceived ease of use on customers' online purchase intention? (4) Do perceived usefulness, trust, and perceived ease of use mediate the relationship between website quality and customer's online purchase intention? (5) Do perceived usefulness, trust, and perceived ease of use mediate the relationship between digital literacy and customers' online purchase intention? The findings of this study shall provide precise guidelines and recommendations to online retailers in the hope of increasing internet users' intention to adopt online shopping. Taking place in Palestine, this quantitative explanatory research uses primary data harvested from questionnaires distributed to 586 internet users with different background who were selected through non-probability sampling method and purposive sampling technique. The data was then processed and analyzed using Structural Equation Modeling-Partial Least Squares (PLS-SEM) to test the hypothesized relationships. This study empirically finds that website quality, digital literacy, trust, and perceived usefulness significantly affect Palestinian internet users’ intention to shop online and that website quality and digital literacy significantly influence trust, perceived usefulness, and perceived ease of use. Furthermore, as trust and perceived usefulness positively influence online purchase intention, perceived ease of use does not have any significant influence on online purchase intention. Finally, trust and perceived usefulness partially mediate the effect of website quality and digital literacy on online purchase intention, but perceived ease of use does not mediate the effect of website quality and digital literacy on online purchase intention.

Item Type:	Thesis (Doktor)
Identification Number:	0622020013
Uncontrolled Keywords:	digital literacy, website quality, perceived usefulness, trust, perceived ease of use, online purchase intention.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	soegeng sugeng
Date Deposited:	20 Sep 2023 03:25
Last Modified:	20 Sep 2023 03:26
URI:	http://repository.ub.ac.id/id/eprint/203072

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