Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia

Nuralam, Inggang Perwangsa; Yudiono, Nur; Fahmi, Muhamad Robith Alil; Yuliaji, Eliana Sandy; Hidayat, Taufic Article Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the ecommerce market in Indonesia Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Nuralam, Inggang Perwangsa; Yudiono, Nur; Fahmi, Muhamad Robith Alil; Yuliaji, Eliana Sandy; Hidayat, Taufic (2024) : Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-20, https://doi.org/10.1080/23311975.2024.2413376 This Version is available at: https://hdl.handle.net/10419/326603 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the ecommerce market in Indonesia Inggang Perwangsa Nuralam, Nur Yudiono, Muhamad Robith Alil Fahmi, Eliana Sandy Yuliaji & Taufic Hidayat To cite this article: Inggang Perwangsa Nuralam, Nur Yudiono, Muhamad Robith Alil Fahmi, Eliana Sandy Yuliaji & Taufic Hidayat (2024) Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia, Cogent Business & Management, 11:1, 2413376, DOI: 10.1080/23311975.2024.2413376 To link to this article: https://doi.org/10.1080/23311975.2024.2413376 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 17 Oct 2024. Submit your article to this journal Article views: 7063 View related articles View Crossmark data Citing articles: 9 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2413376 Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia inggang Perwangsa nuralama , nur Yudionob , Muhamad robith alil Fahmic , eliana sandy Yuliajic and taufic hidayatd aDepartment of Business administration, Brawijaya university, Malang, indonesia; bFaculty of Vocational, Brawijaya university, Malang, indonesia; cMaster of Business administration Program, Brawijaya university, Malang, indonesia; dstudent of Business administration Program, Brawijaya university, Malang, indonesia ABSTRACT this research aims to investigate taM as a theoretical framework for explaining customer behavior in online purchases through e-commerce, with customer satisfaction serving as a mediating variable towards repurchase intention. a quantitative approach was employed, utilizing statistical analysis as a research tool, with Partial least squares structural equation Modeling (Pls-seM) employed to test the outer and inner model outputs. Furthermore, a questionnaire was utilized as the research instrument distributed to 400 respondents who met the research criteria, with 300 valid questionnaires used for analysis. the findings of this research indicate that perceived ease of use and perceived usefulness significantly influence customer satisfaction, albeit not directly impacting repurchase intention significantly. however, customer satisfaction significantly and directly affects repurchase intention. On another note, customer satisfaction exhibits full mediation effects influencing the relationship between perceived ease of use and perceived usefulness towards repurchase intention. in this regard, this study acknowledges the taM model as a theoretical lens concerning consumer behavior in the context of technology adoption for online shopping, particularly within the domain of e-commerce platforms in indonesia. 1. Introduction the growth of technology usage, marked by the advent of the internet and digitalization, has facilitated users in accessing various needs integrated with information systems. the emergence of electronic commerce (e-commerce) has revolutionized trade and operations globally, gradually evolving trading models over the past decade (chang etal., 2016; Mou etal., 2020). e-commerce is the result of significant technological advancements in the global trading industry, leading to an exponential growth in the number of online stores (khodadadi et al., 2016; singh & söderlund, 2020). the We are social report (2024) indicates that shopping ranks fourth, with less than three-quarters of all internet users engaged in some form of e-commerce activity each month. Furthermore, the primary reason for internet usage in shopping activities regarding researching products and brands accounts for 43.7% of the total individual internet users worldwide. Moreover, among internet users in indonesia, 81% engage in activities related to top types of websites visited and apps used for shopping. additionally, online product or service purchases in indonesia account for 59.3%, and ordering groceries via an online store comprises 34.4%. © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT inggang Perwangsa nuralam ing.nur[email protected] Department of Business administration, Brawijaya university, Malang, indonesia Present affiliation of nur Yudiono: Department of entrepreneurship Business Creation, Binus Business school, Malang, indonesia. https://doi.org/10.1080/23311975.2024.2413376 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 21 June 2024 revised 12 september 2024 accepted 2 October 2024 KEYWORDS taM; perceived ease of use; perceived usefulness; customer satisfaction; repurchase intention SUBJECTS Marketing; consumer Behaviour; Business, Management and accounting; 2 i. P. nUralaM etal. Deloitte indonesia Perspectives (Deloitte, 2021) also reports that the e-commerce market potential in indonesia, compared to other asean countries, is the largest, reaching almost 50% of the overall market. thus, the growth of the e-commerce market in indonesia signifies a shift in consumer behavior from offline to online shopping. in line with craven etal. (2020), who highlight the shift in consumer behavior adopting e-commerce beginning in the era of the cOViD-19 pandemic, where customers actively avoid offline shopping due to social distancing measures, resulting in an increased shift in market behavior towards online shopping. therefore, transactions in e-commerce activities in indonesia, whether through applications or websites, indicate acceptance that can be investigated through the technology acceptance Model (taM). taM also constitutes a theory concerning individual actions and perceptions regarding a subject in determining attitudes and interests in behavior (li etal., 2017). according to groß (2015), many researchers have utilized taM to predict technology usage. although taM initially emerged as a theory to investigate matters related to technology adoption, based on current developments, taM has become the primary reference framework for researching technology usage comprehensively. For instance, in the context of online shopping behavior using the internet and integrated into applications or websites as technological environments, taM has been employed to predict repurchase intention (hubert et al., 2017; trivedi & Yadav, 2018). taM elucidates that there are two main factors influencing the use of information technology systems: perceived usefulness and perceived ease of use (Davis, 1989; Venkatesh & Davis, 1996). Perceived usefulness, as the perception of usefulness, explains that user acceptance attitudes toward information technology systems are crucial (chang & chen, 2021; hubert et al., 2017). On the other hand, perceived ease of use pertains to the comfort factor of the system interface’s complexity and the extent to which technology usage should be effortless and easy (Venkatesh & Davis, 2000). in this regard, several studies have highlighted that perceived usefulness and perceived ease of use are significant predictors of behavioral intention (chang & chen, 2021; li et al., 2017; nguyen thi et al., 2022). Moreover, hamid et al. (2016) emphasize that consumers with high confidence in the ease of purchasing a product and the technology’s efficient and effective usefulness are more likely to have an intention to repurchase the product. however, in discussing consumer behavior to form (re)purchase intention, customer satisfaction becomes the emotional response of consumers to a previous purchasing experience (ha, 2012). thus, customer satisfaction is a strong predictor determining whether consumers will make a repeat purchase or not (Brusch et al., 2019). Furthermore, customer experience in online purchasing transactions influences the psychological aspect of customers, which also affects customer satisfaction (ashfaq et al., 2019). therefore, in e-customer behavior literature, repurchase intention is indicated as the outcome of shopping behavior that emphasizes the importance of customer experience and satisfaction (khodadadi et al., 2016). Brusch et al. (2019) argue that customers satisfied with online purchases are more inclined to intend to repurchase. Moreover, existing research in the literature seeks to measure the factors controlling customers’ intention to repurchase in e-commerce, such as perceived ease of use, perceived usefulness, and customer satisfaction (ashfaq et al., 2019; chang & chen, 2021; Mofokeng, 2021; trivedi & Yadav, 2018). notably, creating and maintaining customer satisfaction through the previously indicated factors is a necessary strategy for developing customer satisfaction, as emphasized by Mofokeng (2021) and Vasic et al. (2019). therefore, this study focuses on identifying determinants in the growth of the e-commerce market, which continues to thrive in developing countries such as indonesia, even being the largest e-commerce market in asean. the research aims to investigate taM as a theoretical framework for explaining customer behavior in online purchases through e-commerce, with customer satisfaction serving as a mediating variable towards repurchase intention. although saoula etal. (2023) have comprehensively discussed the drivers and barriers of online customer retention using the uses and gratification theory, their focus is more on customer engagement and motivation, which comprise website design, reliability, and perceived ease of use. however, several previous studies have highlighted that the most significant factor driving repurchase intention is controlling psychological factors (lăzăroiu et al., 2020; Mawardi et al., 2024; Ventre & kolbe, 2020). Furthermore, lăzăroiu et al. (2020), Ventre and kolbe (2020), and Wei et al. (2018) in their research reviewed taM as a fundamental theory that can explore customer behavior in online purchases. hence, this study focuses on psychological factors related to e-commerce adoption cOgent BUsiness & ManageMent 3 include consumers’ perceived usefulness and ease of use of the platform, as grounded in the taM. Perceived usefulness reflects the extent to which consumers believe that using the e-commerce platform will enhance their shopping efficiency (Davis, 1989). Meanwhile, ease of use refers to how simple and user-friendly consumers find the platform to operate (Davis, 1989). these factors significantly influence customer satisfaction, as platforms perceived as both useful and easy to use are likely to provide a more positive shopping experience (saoula etal., 2023; trivedi & Yadav, 2018). this positive experience, in turn, enhances consumers’ intention to repurchase. therefore, understanding and optimizing these psychological factors can help e-commerce platforms retain customers and foster long-term loyalty. Despite this, various studies have rarely discussed the characteristics of emerging markets, which, as explained by Ventre and kolbe (2020), differ significantly in terms of market characteristics and behavioral aspects. Furthermore, information asymmetry often poses a challenge that can influence the decision-making process in purchasing products (Ventre & kolbe, 2020). as an emerging market, indonesia has experienced significant growth in the e-commerce sector. according to the global ecommerce Market report 2024, indonesia is predicted to become the country with the highest e-commerce growth globally, reaching 30.5%, which is three times the global average growth rate of 10.4% in 2024. however, the emergence of tiktok commerce, which combines social and shopping elements, has disrupted the dynamics of the e-commerce market in indonesia. this platform offers specific features, menus, and facilities that enable merchants to display product and service offerings, as well as information and standardization of goods, thereby disturbing domestic market conditions. in response, the indonesian government, through the Ministry of trade, has issued trade regulations (e.g. no. 31/2023) targeting s-commerce to create a structured and controllable market dynamic. in this context, this study serves as a mini-evaluation to address specific issues related to consumer behavior in indonesia. in addition, this study highlights the extent to which the taM framework remains relevant as a determinant of customer behavior in (re)purchasing products online through e-commerce platforms. although Ventre and kolbe (2020) implicitly discussed customer behavior characteristics in emerging markets, their focus was on controlling trust and perceived risk toward purchase intention. Meanwhile, singh etal. (2018) investigated purchase intention and actual usage behavior in online purchases of electronic and fashion products. therefore, this study, in addressing this gap, investigates the determinants driving customer satisfaction and repurchase intention in the context of online purchases, particularly in indonesia, an emerging market. 2. Literature review and hypotheses development 2.1. Technology acceptance model (TAM) taM has been extensively discussed in various literature related to customer behavior in online shopping transactions (groß, 2015; nguyen thi et al., 2022). Online shopping behavior utilizes digital technology platforms as the environment for making purchasing decisions, thus taM has been extensively mandated to predict such customer behavior (ashfaq et al., 2019; trivedi & Yadav, 2018). therefore, taM serves as a strong theoretical foundation for connecting beliefs with behavior overall, with various previous studies also using taM for potential technology adoption analysis in various contexts, such as constructing predictions for online shopping behavior (hubert et al., 2017). in this regard, online shopping within the contextual value in marketing literature becomes a particular benefit providing content consisting of services and information aimed at customers and allowing direct interaction with customers (tong, 2010). Furthermore, it is assumed that marketing and its contextual value are beneficial for customers, represented by the provision of products and services centered on customer needs (nguyen thi et al., 2022; tong, 2010). therefore, in the construction of taM, it is explained that customers in adopting digital technology for online shopping purposes are driven by factors of perceived usefulness and perceived ease of use, as evidenced in previous studies discussing both in relation to repurchase intention (ashfaq et al., 2019; trivedi & Yadav, 2018; 2020). Furthermore, in the study by hubert et al. (2017), taM has also been demonstrated as a part of the model construction that determines and shapes customer behavioral intentions. the determination proven by hubert et al. (2017) is further elucidated by trivedi and Yadav (2018, 2020) in predicting repurchase 4 i. P. nUralaM etal. intention, showing significant results. Moreover, li et al. (2017) have expanded taM in its construction to find effective tools for understanding marketing literature, particularly how technology acceptance is utilized by customers for online shopping transactions. taM, as one of the foundational theories of behavior focusing on technology acceptance, has evolved from basic behavioral theories such as the theory of reasoned action (tra) and the theory of Planned Behavior (tPB) (ajzen & Fishbein, 1972, 2000). identifying customer behavior in marketing studies has been predicted due to changes in the business environment transitioning to e-commerce, which is based on information exchange and needs within a single platform. this makes e-commerce a part of e-business that shapes purchasing actions and online transactions through the adoption of digital technology (ali & Bhasin, 2019; ashfaq et al., 2019; trivedi & Yadav, 2018, 2020). thus, taM can provide a strong foundational theoretical basis for explaining behaviors in the context of e-business and marketing, particularly in online purchasing behavior. given the evolving nature of digital technology and its increasing integration into everyday life, it is essential to assess whether taM remains relevant for measuring behavioral intention. taM’s strength lies in its ability to explain the factors that influence users’ decisions to accept and use technology (Davis, 1989). however, with the increasing ubiquity of technology and its penetration into various aspects of life, it is no longer sufficient to focus solely on behavioral intention (li etal., 2017; trivedi & Yadav, 2020). there is a growing need to understand behavioral action—how users transition from intention to actual use and repeated engagement with e-commerce platforms. this shift in focus is particularly important as more users are already familiar with digital technologies. therefore, it is crucial to extend the application of taM to measure not only the initial intention to use technology but also to investigate the behavioral actions that follow, such as continued use (saoula et al., 2023), repurchase intention (nguyen thi et al., 2022), and overall customer satisfaction in the online purchasing process. 2.2. Perceived ease of use on customer satisfaction it is crucial to further explore the theoretical foundations and empirical support for the role of perceived ease of use in online shopping to gain a more thorough understanding. the idea of perceived ease of use in the technology acceptance Model by Davis (1989) suggests that people are more inclined to adopt and persist in using a technology if they believe it requires minimal effort. in the realm of online shopping, this idea is especially significant since the level of intricacy or ease of use of an e-commerce site has a direct impact on how consumers behavior. chen (2012) and chiu et al. (2009) highlight that the perceived ease of use in online shopping goes beyond the platform’s functionality to include the overall user experience, including navigation simplicity, interface intuitiveness, and transaction process efficiency. together, these factors decrease mental strain, leading to a more pleasant and less pressure-filled shopping experience, ultimately boosting consumer happiness. additionally, ashfaq et al. (2019) discovered that an easily navigable platform layout greatly enhances the online shopping experience by decreasing the time and energy needed to finalize purchases. this is in line with the results of hubert et al. (2017), who suggest that the perception of ease of use can generate positive anticipations of convenience, resulting in higher satisfaction with the online shopping process. this correlation aligns with the taM model, where the simplicity of using technology plays a vital role in user satisfaction and ongoing usage. however, there is no consensus on the extent to which perceived ease of use affects customer satisfaction. amin et al. (2014) and chen (2012) support the importance of user-friendly design in boosting customer satisfaction, while ashfaq et al. (2019) discovered no significant impact. this difference could be caused by variations in the research environment, participant groups, or the particular ease of use factors being evaluated. recent research, like the work done by Miao et al. (2022) and kaya et al. (2019), has delved deeper into this idea by investigating how web design quality affects perceived ease of use. their results suggest that effective e-commerce platforms with easy navigation, attractive design, and efficient functionality greatly improve customer satisfaction. these studies emphasize how online shopping environments are constantly changing, with convenience now influenced by improvements in web design and technology. Based on various findings from previous literature research, the research hypotheses are as follows: h1: Perceived ease of use positively and significantly influences on customer satisfaction cOgent BUsiness & ManageMent 5 2.3. Perceived usefulness on customer satisfaction enhancing customer satisfaction and loyalty continues to be a major obstacle for online retailers and service providers as stated by sheng and liu (2010). in order to tackle this difficulty, it is essential for companies to focus on comprehending and fulfilling customer requirements (türkyilmaz & Özkan, 2007). in the technology acceptance Model (taM), perceived usefulness and perceived ease of use are pivotal elements that influence user opinions about technology, according to Davis (1989). Perceived usefulness is the belief that utilizing a specific system will improve performance, whereas perceived ease of use is how much effort a user perceives will be required when using the system (Davis, 1989; hubert etal., 2017). numerous studies have established that perceived usefulness plays a crucial role in shaping customer attitudes and behaviors, such as technology acceptance and contentment (Detlor etal., 2013; hess etal., 2014; Martins et al., 2014; Morosan, 2012). Perceived usefulness is acknowledged as a crucial factor in the adoption of technology, tied directly to the practical value it offers to users (revels et al., 2010). studies have shown that both perceived usefulness and customer satisfaction strongly influence customers’ decisions to keep using technology, underscoring its utilitarian value (Zhao & cao, 2012). taman et al. (2013) highlight the significance of perceived usefulness in influencing user satisfaction with e-commerce platforms, specifically in terms of navigation systems. likewise, lee and Jun (2007) discovered that within the realm of mobile commerce, customer satisfaction is significantly impacted by perceived usefulness, highlighting its significance as a crucial element in taM. therefore, based on the findings of various previous studies, this research designs the following hypotheses: h2: Perceived usefulness positively and significantly influences on customer satisfaction 2.4. Perceived ease of use on repurchase intention in the world of online shopping, the perceived ease of using e-commerce platforms is important for determining initial technology acceptance and ongoing use (Davis, 1989). Perceived ease of use describes the ease with which users can use the technology, influencing their choice to adopt and persist in its use. consistent research indicates that when users find an e-commerce platform easy to navigate and use, they are more likely to purchase from it again (trivedi & Yadav, 2018, 2020). On the other hand, users may be less likely to come back if they face challenges (trivedi & Yadav, 2020). Perceived ease of use has an effect on repurchase decisions and also plays a significant role in the intention to keep using the platform (Okumus & Bilgihan, 2014). Perceived ease of use influences users’ psychological comfort, which in turn impacts their satisfaction and likelihood to repurchase (nguyen thi etal., 2022; Wen etal., 2011). the overall shopping experience of users is improved when they can easily interact with an e-commerce platform, increasing the likelihood of their return (chang & chen, 2021). in addition, the quality of web design is important for improving perceived ease of use. characteristics such as convenient payment methods, diverse product selection, and a straightforward buying process help minimize the effort and enhance the convenience of online shopping for users (hyun et al., 2022; kaya et al., 2019; Miao et al., 2022). this enhancement in user satisfaction reinforces their desire to purchase again, underscoring the significance of intuitive design in building customer commitment. Based on the findings of various previous studies, this research designs the following hypotheses: h3: Perceived ease of use positively and significantly influences on repurchase intention 2.5. Perceived usefulness on repurchase intention the concept of perceived usefulness in the technology acceptance Model (taM) is crucial in influencing users’ intentions towards information systems, especially in terms of how technology improves their efficiency (Davis, 1989; hubert et al., 2017; Mofokeng, 2021). in the realm of online shopping, customers expect e-commerce platforms to provide them with benefits like ease, effectiveness, and a wide variety of products (ashfaq et al., 2019; Ventre & kolbe, 2020). studies consistently show that customers’ intentions to repurchase from e-commerce platforms are positively influenced by their perception of usefulness. an e-commerce platform that customers find useful is more likely to retain them, as shown by 6 i. P. nUralaM etal. saoula et al. (2023). Furthermore, the pleasure gained from shopping online, categorized as a hedonic factor, also increases the likelihood of customers intending to make future purchases, as they link the platform with a satisfying shopping experience (shang & Bao, 2022; Wen et al., 2011). the idea of perceived usefulness is closely connected to customers being fully aware of the benefits provided by the platform. according to chiu et al. (2009), when consumers have a clear understanding of the benefits, they receive from using an online shopping platform, their likelihood to make repeat purchases goes up. this shows that as customers increasingly see the platform’s worth, they are more inclined to come back for future transactions. in general, the link between perceived usefulness and intention to repurchase highlights the need for e-commerce platforms to clearly communicate and provide benefits to users. having this knowledge is essential for promoting customers to buy again and establishing lasting loyalty (ashfaq et al., 2019; Ventre & kolbe, 2020). h4: Perceived usefulness positively and significantly influences on repurchase intention 2.6. Customer satisfaction on repurchase intention according to kolter (2000), customer satisfaction occurs when customers compare their online shopping experience to their initial expectations and have an emotional response. if the expected results are met or surpassed, customers will likely feel satisfied and be more inclined to buy again (abou-shouk & khalifa, 2017). Oliver (1980) reinforces this idea by emphasizing how satisfaction directly and indirectly affects repurchase intention by influencing customer attitudes. the literature consistently highlights how satisfaction plays a vital role in building and improving intentions to repurchase, particularly in the realm of online shopping. satisfied customers are more likely to repurchase and establish long-term relationships with the company when their expectations are fulfilled (ashfaq et al., 2019; hsiao et al., 2016). this connection is crucial, as customer contentment is a major indicator of repeated purchases in both online and offline situations, according to tsai and huang (2007) and Park and thangam (2019). additionally, in today’s age of technology, even with the fast pace of e-commerce advancement, customer satisfaction continues to play a crucial role in influencing repeat purchase decisions. research conducted by trivedi and Yadav (2018, 2020) and other scholars have demonstrated that happy customers tend to come back to the same online shopping site, leading to an increase in repeat purchase behavior and the development of strong customer loyalty, as noted by chatzoglou etal. (2022) and syed etal. (2021). this indicates that satisfaction impacts not just immediate repurchase choices but also plays a vital role in establishing enduring, long-lasting loyalties to a product or service on online platforms. as a result, happy customers are less inclined to look for other options, highlighting the significance of satisfaction in shaping post-purchase behavior and loyalty in the competitive digital marketplace. h5: customer satisfaction positively and significantly influences on repurchase intention 2.7. Mediating role of customer satisfaction laksana (2008:97) states that customer satisfaction is based on how customers compare their expectations with the actual quality of the product or service. Perceived ease of use plays a key role in determining satisfaction by assessing whether users think utilizing a technology or system will be effortless (ajzen & Fishbein, 1980; rouibah et al., 2011). When customers believe a technology is simple to use, it increases their satisfaction, ultimately benefiting the company. happy customers are more inclined to come back and make repeat purchases, along with spreading their positive experiences to others, thereby growing the company’s customer base (richard et al., 2021). Davis et al. (1989) were the first to emphasize the importance of perceived ease of use in impacting user behavior, showing that perceived ease of use is essential in influencing users’ intentions to adopt a system. Follow-up research, such as that conducted by salisbury et al. (2001), nugroho (2009), and hansen et al. (2017), has consistently shown the beneficial influence of perceived ease of use on customer intentions. aren etal. (2013) found that perceived ease of use has a positive impact on repurchase cOgent BUsiness & ManageMent 7 intention, and chen (2012) also showed that ease of use can lead customers to make additional purchases on the same platform. customer satisfaction is often influenced by how frequently a system is used, which is a reflection of its ease of understanding, operation, and use. companies benefit from this satisfaction because it results in higher levels of loyalty and increased repeat business. thus, this research aims to investigate how customer satisfaction mediates the link between perceived ease of use and repurchase intention, to comprehend the impact of ease of use on long-term customer engagement and loyalty. h6: customer satisfaction mediates positively and significantly between perceived ease of use and repurchase intention h7: customer satisfaction mediates positively and significantly between perceived usefulness and repurchase intention 3. Research Methodology this research employs a quantitative approach, as explained by creswell and creswell (2017), which explains the quantitative approach as a method for objectively testing theories by examining the relationships between variables. in the quantitative approach, statistical analysis is used as an investigative tool for testing designed hypotheses (see Figure 1). Partial least square structural equation Modeling (Pls-seM) is recognized as a robust inferential statistical analysis for all types of data because it does not require many assumptions and can confirm relationships without needing a strong theoretical foundation (hair et al., 2014). additionally, the advantage of Pls-seM lies in its ability to estimate structural models, particularly when certain model assumptions are met (hair etal., 2014). Furthermore, hair etal. (2014) also emphasize the effective use of Pls-seM in modeling composite variables, but note its difference from covariance-based structural equation Modeling (cB-seM) in terms of factor modeling. nonetheless, according to Dash and Paul (2021), Pls-seM and cB-seM are often consistent and similar to each other. Pls-seM was chosen over other statistical methods due to its distinct advantages in handling complex models, particularly when the research is exploratory in nature or when the sample size is relatively small. Pls-seM is highly effective in situations where the research model is complex, involving multiple constructs and indicators, and where the goal is to predict key target constructs or identify relationships between variables. One of the main reasons for choosing Pls-seM is its flexibility in handling non-normal data distributions, which can be a limitation in cB-seM. Unlike cB-seM, which relies on the assumption of normality, Pls-seM does not require this assumption, making it more robust in practical research settings where data might not meet these stringent criteria. this study uses Pls-seM to develop or construct hypotheses, predict complex situations, and facilitate multivariate data analysis. thus, ensuring the fulfillment of parametric assumptions is crucial in the application of Pls-seM for data analysis (hair et al., 2014; hair et al., 2017), particularly through a quantitative approach. Figure 1. Research model. 14 i. P. nUralaM etal. Firstly, the findings of this study indicate that perceived ease of use and perceived usefulness have a positive and significant effect on customer satisfaction. this suggests that the psychological factors driving behavior and utilitarian aspects strongly contribute to customer satisfaction in using e-commerce platforms, thus confirming findings from several previous studies (amin et al., 2014; chen, 2012; taman et al., 2013). additionally, perceived ease of use on an e-commerce platform is greatly influenced by consumers’ psychological factors, such as trust and security. When consumers feel that they can easily navigate and use the platform without significant risk, they are likely to feel more comfortable and confident in conducting transactions (hyun et al., 2022). On the other hand, well-designed and user-friendly e-commerce platforms tend to be more responsive to consumer needs (kaya etal., 2019; Miao et al., 2022). this can provide a personalized experience tailored to consumer preferences and behaviors, such as displaying relevant products and providing suitable recommendations. thus, helping to create a more personal and satisfying experience for consumers, which can enhance their satisfaction with the platform (chang & chen, 2021; Mofokeng, 2021; Mou et al., 2020). nguyen thi et al. (2022), who investigated the taM model on generation Y and Z consumers, showed continuity with online shopping intentions that can help improve decision-making quality. secondly, the findings of this study indicate that perceived ease of use and usefulness have a positive but not significant effect on repurchase intention. this suggests that while they may theoretically play an important role in driving technology adoption, they have not yet reached a significant level of influence on repurchase intention. as highlighted by ashfaq etal. (2019), online shopping behavior through digital technology platforms is used as a decision-making process, thus the taM model provides insights into predicting customer behavior (trivedi & Yadav, 2018). this allows for the possibility that factors influencing online purchasing behavior can be influenced in the context of technology use (Davis, 1989; hubert etal., 2017). however, this study found that although users believe that a platform is easy to use Figure 4. Demography respondent. Table 7. indirect effect testing. indirect effect (ß) sample mean 2.5% 97.5% P values Peou → Cs → Ri 0.241 0.248 0.171 0.330 0.000 Pu → Cs → Ri 0.212 0.211 0.125 0. 295 0.000 cOgent BUsiness & ManageMent 15 and beneficial, the differences in these perceptions are not significant enough to reach a level of influence on repurchase intention. thirdly, the findings of this study indicate that customer satisfaction significantly influences repurchase intention. Behavioral theory emphasizes that actions that have been taken can be perceived at a level of experience that implies satisfaction (ajzen & Fishbein, 1972, 2000). in the context of online shopping, it strongly suggests that customers who experience high satisfaction have a very good level of experience. as consistent with findings such as Miao etal. (2022) believe that customer satisfaction in online shopping is a determinant of repurchase intention, thereby confirming previous research as well (Oghuma et al., 2016; Park & thangam, 2019). lastly, this study found that customer satisfaction fully mediates the relationship between perceived ease of use and perceived usefulness towards repurchase intention. in this context, Miao et al. (2022) emphasize that the quality of web design in e-commerce platforms plays a crucial role in facilitating the interaction between customers and psychological and utilitarian factors. good design not only makes the platform easier and more efficient to use but also enhances customer satisfaction by providing an enjoyable experience that aligns with customer expectations. the importance of customer satisfaction in enhancing purchase retention is also emphasized in this study. With high satisfaction, customers are more likely to continue purchasing desired products from the same platform. this creates a long-term relationship between customers and the e-commerce platform, ultimately increasing loyalty. Furthermore, this study also highlights the significant role of perceived ease of use and perceived usefulness in driving the intention to repurchase. When customers perceive a platform as easy to use and beneficial, they are more likely to be satisfied with the online shopping experience. this then motivates customers to return for future purchases, resulting in a sustainable purchasing cycle for the e-commerce company. the findings of this study are consistent with previous research emphasizing the importance of usability and functional utility of technology in enhancing the intention to repurchase through the mediation of customer satisfaction (trivedi & Yadav, 2018). 6. Conclusion, implication, and limitation the findings of this study indicate that psychological and utilitarian factors associated with the use of e-commerce platforms have a significant impact on customer satisfaction and the intention to repurchase. these findings have important implications for e-commerce companies, marketers, and customers in indonesia. Firstly, the findings suggest that perceived ease of use and perceived usefulness of e-commerce platforms positively and significantly influence customer satisfaction. this underscores the importance of providing a satisfying user experience to enhance customer loyalty and purchase retention. therefore, e-commerce companies need to pay attention to the design of their platforms to make them user-friendly and provide clear benefits to customers. secondly, although perceived ease of use and perceived usefulness positively influence customer satisfaction, they do not significantly impact the intention to repurchase directly. this suggests that even though users perceive the platform as easy to use and beneficial, other factors such as price, product quality, and customer service may also influence repurchase decisions. thirdly, customer satisfaction proves to be a significant factor in influencing the intention to repurchase. this emphasizes the importance of providing a satisfying experience to customers to increase loyalty and retention. Finally, the findings indicate that customer satisfaction mediates the relationship between perceived ease of use and perceived usefulness with the intention to repurchase. this confirms that these psychological and utilitarian factors indirectly influence repurchase intention through their impact on customer satisfaction. this study also has significant theoretical implications in expanding the taM model as a theoretical lens related to consumer behavior in the context of online shopping technology adoption, especially in the domain of e-commerce platforms in indonesia. By adopting and evaluating the taM framework developed by Davis (1989), which has been proven and recognized in the marketing and consumer behavior literature, this research provides deeper insights into the dynamics of the relationship between psychological and utilitarian factors in shaping online purchasing behavior. this study strengthens the understanding of the conceptual validity of taM in the context of the rapidly growing online shopping market in indonesia. By examining the relationships between perceived ease of use, perceived usefulness, customer satisfaction, and repurchase intention, this research reaffirms the relevance of the taM 16 i. P. nUralaM etal. framework in explaining consumer behavior in adopting and utilizing e-commerce platforms. Furthermore, the findings of this study that perceived ease of use and perceived usefulness significantly and positively influence customer satisfaction emphasize the importance of these factors in shaping customers’ perceptions and experiences of e-commerce platforms. By understanding that customer satisfaction acts as a mediator in the relationship between technology control factors and the intention to repurchase, this research highlights the importance of creating satisfying customer experiences to maintain customer loyalty and gain long-term profits for the company. Moreover, this study highlights the role of web design quality in facilitating customer interaction and influencing customer perceptions of e-commerce platforms, which is consistent with the findings of Miao etal. (2022). these findings contribute to understanding how the design and functionality of an e-commerce platform can be key to creating satisfying customer experiences and influencing customer purchasing decisions. this study also provides practical implications that can be beneficial for e-commerce companies, marketers, and e-commerce customers. Firstly, for e-commerce companies, this research can be useful as insights to design and develop e-commerce platforms to be more user-friendly and beneficial for customers. this may include simplifying the user interface, improving site navigation, and enhancing relevant functionalities. additionally, since customer satisfaction influences purchase retention, e-commerce companies can enhance customer service to ensure quick responses and satisfactory solutions to customer issues. secondly, this research provides benefits for marketers to integrate perceived ease of use and perceived usefulness into the company’s marketing strategies. this may involve emphasizing the ease of use and benefits gained by customers from using the e-commerce platform. Furthermore, e-commerce platforms that are responsive to customer needs tend to increase customer satisfaction, demonstrating the importance of enhancing interaction between the company and customers. Marketers can develop strategies to improve responsiveness and interaction with customers, such as through relevant content marketing and personalized customer experiences. lastly, this research provides benefits for e-commerce customers as a guide to choosing e-commerce platforms that offer better user experiences. customers can consider factors such as ease of use, responsiveness, and platform quality when choosing where to shop online. Moreover, customers can provide feedback to e-commerce companies about their shopping experiences with the platform. By providing constructive feedback, customers can help companies continually improve their services and online shopping experiences. however, this study is not without its limitations. First, the study’s sample is selected to represent and meet specific criteria, particularly from the perspective of the e-commerce market in indonesia. therefore, there may be differences in consumer behavior that may not comprehensively focus on the two largest platforms in indonesia (e.g. shopee and tokopedia), which may not justify the findings as they could yield different results on other e-commerce platforms. nevertheless, it provides theoretical and practical insights from the findings of this study. second, this research may need to consider other influencing factors that can directly affect repurchase intention, such as e-WOM, where customers can access important review information useful for their decision-making process. additionally, e-commerce platforms are currently developing marketing communication with customers through live streaming, which could also be influential in engaging with product reviews. Acknowledgement the authors express their gratitude to the Faculty of administrative sciences and the Directorate of research and community service (DrPM) at Brawijaya University, indonesia, for their support and provisions under the research grant scheme. additionally, the authors also extend their thanks to the anonymous reviewers for their significant contributions to the improvement of this article. Authors’ contributions concept and design: inggang Perwangsa nuralam. Methodology: inggang Perwangsa nuralam, nur Yudiono, Muhamad. robith alil Fahmi. Data collection: eliana sandy Yuliaji, taufic hidayat. interpretation or analysis of data: inggang Perwangsa nuralam, nur Yudiono, Muhamad. robith alil Fahmi. Preparation of the manuscript: nur Yudiono, Muhamad robith alil Fahmi, eliana. sandy Yuliaji, taufic hidayat. revision of important intellectual content: nur Yudiono, Muhamad robith alil Fahmi. supervision: inggang Perwangsa nuralam. cOgent BUsiness & ManageMent 17 Disclosure statement no potential conflict of interest was reported by the author(s). Funding this research was supported by the Badan Penelitian dan Pengabdian Masyarakat (BPPM), Faculty of administrative science, Brawijaya University, indonesia, through research grant number 49/Un10.F03/Pn/2023. About the authors Inggang Perwangsa Nuralam is a senior lecturer in the Department of Business administration, Universitas Brawijaya. he obtained his Doctor of Philosophy in Business administration, focusing on “consumer Behavior on e-commerce” from kobe University, kobe, Japan (in 2022). his research interests include environmental psychology, entrepreneurship, marketing strategy, customer behavior, tourism marketing, and branding. Nur Yudiono is currently a lecturer in the Department of entrepreneurship Business creation, Binus Business school, Malang, indonesia. he is also pursuing a doctoral degree in management at Universitas Malang, Malang, indonesia. his research interests revolve around entrepreneurship and behavioral research, such as entrepreneurial marketing, entrepreneurial behavior, marketing strategy, customer behavior, and innovation capability. Muhamad Robith Alil Fahmi is a student in the Master of Business administration Program, Faculty of administrative science, Brawijaya University. his research interests include entrepreneurship and innovation, strategic marketing, knowledge management, customer behavior, and tourism marketing. Eliana Sandy Yuliaji is a student in the Master of Business administration Program, Faculty of administrative science, Brawijaya University. her research interests focus on marketing and behavioral research. Taufic Hidayat is a student of the Business administration Program, Brawijaya University, Malang, indonesia. his research interests focus on entrepreneurship and innovation, strategic marketing, and customer behavior. ORCID inggang Perwangsa nuralam http://orcid.org/0000-0001-5151-9564 nur Yudiono http://orcid.org/0000-0001-7332-0927 Muhamad robith alil Fahmi http://orcid.org/0000-0001-9267-3007 eliana sandy Yuliaji http://orcid.org/0009-0008-4834-6533 Data availability statement the data supporting this study are available upon reasonable request. interested readers may contact the corresponding author, inggang Perwangsa nuralam, via email at [email protected]. access to the data will be provided under the condition that the request is for non-commercial research purposes and that appropriate credit is given to the original authors. Depending on the nature of the request, a data-sharing agreement may be required to ensure compliance with institutional and ethical guidelines. References abou-shouk, M. a., & khalifa, g. s. (2017). the influence of website quality dimensions on e-purchasing behaviour and e-loyalty: a comparative study of egyptian travel agents and hotels. 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