Understanding Indonesian Consumer Responses in the Digital Economy: A Lens of The Information Adoption Model
DOI:
https://doi.org/10.24002/kinerja.v30i2.14094Keywords:
advertising, app design quality, incentive, personalizationAbstract
This research examines marketing communication patterns in electronic commerce (e-commerce) in the big data era that can influence customer online behavior. This study employs the Information Adoption Model to explain the developed research framework. Data were collected using a questionnaire distributed to 338 e-marketplace users in Indonesia selected through a purposive sampling technique. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with a Path Analysis approach by SMART-PLS. This study indicates that advertisements customized with information about incentives and delivered through a quality platform are considered as appropriate information, encouraging customer behavior to click on advertisements. This study recommends that marketers develop customer communication strategies aligned with the era of big data. To gain positive customers’ responses or benefit marketers in the big data era, an effective online advertising strategy should utilize customer profile data and their product traces to create customized offer information that is delivered at the right time and benefit the customers. There are many factors that need to be elaborated regarding online advertising and consumer behavior. In addition, this study does not classify customers based on ages, making it difficult to analyze customer behavior based on generations.
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