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Cited by 11Consumer Behavior and Marketing InfluenceTechnology Adoption and User BehaviourConsumer Retail Behavior Studies

Exploring Features and Products in E-Commerce on Consumers Behavior Using Cognitive Affective

Open access
Pahrudin, Pahrudin, Caraka, Rezzy Eko, Liu, Li-Wei, Ugiana Gio, Prana, Anita Yunikawati, Nur, Pardamean, Bens·2025·IEEE Access
DOI 10.1109/access.2025.3553192
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Abstract

Technology advancement has given rise to a new online purchasing paradigm known as e-commerce. Online shopping in e-commerce platform has altered consumer behavior and purchasing decisions. However, a few studies have conducted by considering cognitive-affective process in making purchase decision on e-commerce. Therefore, the current study examines consumer behavior from perspective of stimulus-organism-response theory and the internal perception process (cognitive and affective) to understand consumer’s purchase decisions. We use Structural Equation Model-Partial Least Square technique to analyze the data of 308 consumers in Indonesia. Our findings report that two dimensions of the stimulus environment (credibility and product usefulness) significantly contributed to perceived trust; convenience has an insignificant impact on perceived trust and perceived value. In comparison, three dimensions of the stimulus environment (convenience, informativeness, and product price) contribute to consumers’ perceived trust. Furthermore, the stimulus environment indicators (credibility, informativeness, product price, and product usefulness) effect on perceived value, while convenience has an insignificant on consumers’ perceived value. The internal perception process or cognitive and affective process, perceived trust has an insignificant impact on perceived pleasure, while perceived value has a significant impact on perceived pleasure. Lastly, perceived pleasure significantly influences consumer purchase decisions in online shopping and e-commerce. The findings of this study can expand the research on e-commerce how consumer’s consider their cognitive and affective factor on product purchase decision. The study suggests that the optimize the features and products as way to improve the consumer purchase decision, and it affects toward cognitive and affective components such as perceive trust, value, and pleasure. This study has contributed both theoretically and practically to stakeholders, policy makers, and practitioner in e-commerce.

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Authors
Pahrudin, P., Caraka, R. E., Liu, L.-W., Ugiana Gio, P., Anita Yunikawati, N., & Pardamean, B.
Affiliations
  • Chaoyang University of Technology (TW)
  • National Research and Innovation Agency (ID)
  • Department of Mathematics, Universitas Sumatera Utara, Medan, Indonesia
  • Department of Development Economics, Faculty of Economics and Business, Universitas Negeri Malang, Malang, Indonesia
  • Binus University (ID)
ORCID
Venue
IEEE Access
Publisher
Institute of Electrical and Electronics Engineers (IEEE)
Published
2025
Volume
13
Pages
63774-63791
ISSN
2169-3536 (ISSN-L)
DOI
10.1109/access.2025.3553192
OpenAlex
W4408715980
Cited by
11
References
131
Citations by year
2026: 4 · 2025: 7
FWCI
19.16
Type
journal article
Language
en
Open access
Licence
Locations
  • IEEE Access (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
  • Vibrant Academic Community, Telkom University, through the Scholarly Publications
  • Universitas Sumatera Utar
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords
e-commerce, consumer behavior, online purchase decision, stimulus-organism-response model, perceived trust, perceived value, perceived enjoyment, website credibility, product usefulness, informativeness, product price, convenience

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