Int. J. Business Information Systems, Vol. 33, No.

4, 2020 505

The intersection of hedonic and utilitarian values on

integrated-social media retailers

Gaffar Hafiz Sagala

Department of Accounting Education,
Faculty of Economics,
Universitas Negeri Medan,
Jl. Willem Iskandar Pasar V, Medan Estate,
North Sumatera, Indonesia
and
Faculty of Economics and Business,
University of Gadjah Mada,
Jl. Sosio Humaniora No. 1, Sleman,
Yogyakarta 55281, Indonesia
Email: gaffarsagala@gmail.com

Sumiyana*
Faculty of Economics and Business,
University of Gadjah Mada,
Jl. Sosio Humaniora No. 1, Sleman,
Yogyakarta 55281, Indonesia
Email: sumiyana@ugm.ac.id
*Corresponding author

Abstract: This study investigated the e-commerce success using a new model
that integrates the hedonic and utilitarian values. This study posits two new
model constructed by Wang and Scheepers (2007) and Wang (2008). The
study’s results suggested that the hedonic and utilitarian values could explain
users’ behaviour, especially in their satisfaction and intention to repurchase. It
also means that the unified hedonic and utilitarian concepts could improve the
success model. Even though the most previous studies show that the utilitarian
value-based model has a better goodness fit than that of the hedonic model, this
study infers that both hedonic and utilitarian characteristics are alliance. This
result implies that all system designers and developers should induce both
hedonic and utilitarian contents into the information systems when they built.
Because of this value integration, e-commerce managers could get broader
market adoption and achieve their business sustainability.

Keywords: hedonic-utilitarian value; online retailers; IS-success; repurchase

intentions.

Reference to this paper should be made as follows: Sagala, G.H. and Sumiyana
(2020) ‘The intersection of hedonic and utilitarian values on integrated-social
media retailers’, Int. J. Business Information Systems, Vol. 33, No. 4,
pp.505–530.

Copyright © 2020 Inderscience Enterprises Ltd.

506 G.H. Sagala and Sumiyana

Biographical notes: Gaffar Hafiz Sagala is a member of Department of

Accounting Education, Faculty of Economics, Universitas Negeri Medan,
Indonesia. He received his Bachelor’s in Accounting Education from the
Universitas Negeri Medan and Master’s in Accounting Science from the
Faculty of Economics and Business, Universitas Gadjah Mada. His research
interest includes information system, behavioural accounting, accounting
education, and business ethics field.

Sumiyana is a Professor in Accounting and Information Systems in the Faculty

of Economics and Business, University of Gadjah Mada, Indonesia. His name
is a unique Indonesian single name. He is a Board Director in Magister
Management in the Faculty of Economics and Business, University of Gadjah
Mada, and a Board of Director at the Bank of Sleman, Yogyakarta, Indonesia.
His research focuses on business and accounting information systems and
market-based accounting research. He authored several papers which have
appeared (or will be appearing) in international refereed journals such as
Journal of High Technology Management Research, International Business
Management, Journal of Theory and Applied Management, and Journal of
Indonesian Economy and Business. He is an Author of several books on variety
of auditing, computer information systems and intermediate financial
accounting.

This paper is a revised and expanded version of a paper entitled ‘The

intersection of hedonic and utilitarian values in the success model of
information system: a study on social media’ presented at SNA XVII
(17th Indonesian Accounting National Symposium), Lombok, Indonesia,
24–27 September 2014.

1 Introduction

Most information technology (IT) research focuses on task-oriented, while other studies
investigate entertainment-oriented, such as virtual world and social network (Holsapple
and Wu, 2007). Heijden (2004) and Arruda Filho et al. (2015) classified the type of
entertainment-oriented system as the hedonic information systems (HIS). The research
regarding HIS is relatively new (Wang and Scheepers, 2012; Gu et al., 2010; Heijden,
2004; Holsapple and Wu, 2007; Wang and Scheepers, 2012). Heijden (2004) suggested
that HIS research has weak validation results.
Several studies examined to integrate utilitarian and hedonic characteristics into
information systems. The studies conducted to determine the electronic commerce
acceptance (Childers, 1991) and predicted users’ behavioural intention to reuse (Gu et al.,
2010; Venkatesh et al., 2012; Zhou et al., 2012; Mahdi, 2017). However, others studies
have not provided a comprehensive understanding regarding the information system
success model. Holsapple and Wu (2007), Wang (2008), and Natarajan et al. (2015)
found that the information system success related to users’ behavioural intention
determined by their satisfaction and values. Most previous studies constructed the
antecedents of individuals’ satisfaction and perceived value. DeLone and McLean (2003),
and Seddon (1997) developed especially inter-relationship among system, information,
and service quality. The others, some research established perceived ease of use,
usefulness (Davis, 1989; Davis et al., 1989; Roca et al., 2006), confirmation (Roca
 The intersection of hedonic and utilitarian values 507

et al., 2006), cognitive absorption, personal innovativeness, and playfulness (Agarwal

and Karahana, 2000).
Many firms currently begin using social media platforms, such as Twitter, Facebook,
blogs, and forums-host client, to communicate with their customers (Culnan et al., 2010;
Sigh et al., 2016; Smith et al., 2014). In Indonesia, retailers and several firmsuse social
media to do a business and advertising purposes (http://www.lazada.co.id,
http://www.traveloka.com, http://www.tokobagus.com, and http://www.berniaga.com).
Culnan et al. (2010) found that 64% of users using social media for individual needs,
56% for communicating with customers, and 40% for working with external partners or
suppliers. While retailers would do business in social media, they will take any benefit
from those values (Sigh et al., 2016; Smith et al., 2014; Al-Maghrabi and Dennis, 2012).
This study, therefore, investigates the IS-success model by integrated the social media
retailers that it would be attractive. Moreover, this study aims to investigate the
integration of hedonic and utilitarian values into a single IS-success model.
This study offers a newness because some previous research did not integrate the
hedonic and utilitarian yet. It sought to integrate the utilitarian and hedonic characteristics
into a single model. It argues that both the users’ left and the right brain always responds
to their needs. Therefore, an individual has the utilitarian and hedonic needs
simultaneously. The integrated utilitarian and hedonic characteristics will encourage the
extensive effort to use information systems and achieve dominant market share into the
electronic trading system. Holbrook and Hirschman (1982) explained that information
processing and experiential perspective take shape consumer behaviour. In this case, the
information processing refers to the utilitarian value, while the experiential perspective
represents the hedonic value. The information processing engages to the users’ left brain,
and the experiential perspective takes apart the users’ right brain.
This research refers to four grouped theories as well as previous literature. The first
one is hedonic and utilitarian theories. They are Hirschman and Holbrook (1982), Chitturi
et al. (2008), Botti and McGill (2010), Gu et al. (2010), Sindhav and Adidam (2012),
Alex and Joseph (2012), Ozen and Kodaz (2012), and Arruda Filho et al. (2015). The
second is the theories of users’ perceived quality explaining their needs always to reuse,
such as DeLone and McLean (1992, 2003), Seddon (1997), and Wang (2008). The third
one is the flow theory. This study refers to the concept of the holistic feeling sensation
when people act with an information system (Csikszentmihalyi, 1997; Siekpe, 2005;
Ghani and Deshpande, 1994; Wang and Scheepers, 2012; Natarajan et al., 2015). The
final one is that the company made a substantial investment in e-commerce applications,
such as Gu et al. (2010), Venkatesh et al. (2012), Zhou et al. (2012), Natarajan et al.
(2015) and Mahdi (2017).
Finally, this study expects to contribute that the integration of hedonic and utilitarian
values could explain and predict the information systems success in electronic commerce.
It has a consequence that this integration could maximise the users’ adoption to use
electronic commerce. This study also contributes to the e-commerce website designers
and electronic traders. They should catch all concepts contained in the hedonic and
utilitarian paradigms. Moreover, e-commerce managers should insert the content of the
hedonic and utilitarian values. It means that website designers, e-commerce managers,
and electronic traders could enlarge broader market adoption and achieve their business
continuity.
This study consists of five sections:
508 G.H. Sagala and Sumiyana

Section 1 is an introduction
Section 2 highlights the theoretical background and literature review, and hypotheses
development
Section 3 explains the research method used in this study, ranging from the sampling to
the hypotheses testing
Section 4 discusses the descriptive statistics, analysis, discussion and findings
Section 5 summarises the conclusions and suggestions as well as the possibilities for
future research.

2 Theoretical background and literature review

2.1 Hedonic and utilitarian values

Hedonic activities refer to the evocation of multisensory image, fantasy, and emotion.
Individual configures his/her multisensory named the hedonic response (Hirschman and
Holbrook, 1982). The acceptance of experience involving multiple sensory modalities
including taste, sound, scent, tactile, and visual images (Hirschman and Holbrook, 1982).
Consumer behavioural researchers typically consider the individuals’ experience as
afferent (e.g., a product taste test). Hedonic perspective argues that afferent receiving
multisensory impulses is an essential form of consumer response (Berlyne, 1971;
Hirschman and Holbrook, 1982). Individuals respond to the multisensory external
stimulus (e.g., perfume) not only by encoding the sensory input but also by producing
multisensory images. For instance, smelling perfume can cause consumers not to sense
and encodes a scent, but also to produce internal images featuring the sight, sound, and
tactile sensations, all of them are ‘experience’ (Hirschman and Holbrook, 1982).
The principal goal of system design is to encourage its long-term use (Heijden, 2004).
The nature of the system can view the hedonic and utilitarian as a tactic employed by the
system developers to establish the system use. The hedonic tactic consists of animation,
colour focus, sound, exciting and aesthetically visual layout. The users’ hedonic value
will generate their pleasant experience when using the system.
Hedonic perspective does not intend to replace the traditional consumption theory,
but rather to expand and improve its application (Hirschman and Holbrook, 1982). A
product offers both hedonic and utilitarian benefits to the consumers and accommodates
their enjoyment experience or practical functions. Similarly, consumers have a hedonic
and utilitarian purpose in their consumption activities (Hirschman and Holbrook, 1982;
Chitturi et al., 2008; Botti and McGill, 2010; Gu et al., 2010; Sindhav and Adidam, 2012;
Alex and Joseph, 2012; Ozen and Kodaz, 2012). Wu and Lu (2013) described that the
hedonic value refers to the intrinsic motivations, while the practical value to the external
motivations, that drive user to use the information systems. Intrinsic motivation
emphasises on reasons controlling experience, inherent in the activity, and closely related
to the individual’s interests (Wu and Lu, 2013).
Childers et al. (2001) conducted the integration of hedonic and utilitarian
characteristics in explaining the consumers’ behaviour to purchase in electronic
commerce. Childers et al. (2001) described the hedonic characteristics using the
perceived enjoyment and perceived ease of use, and described the utilitarian
 The intersection of hedonic and utilitarian values 509

characteristics using the perceived usefulness. Other information systems literature

explain that the perceived usefulness (utilitarian’s characteristics) and perceived
enjoyment (hedonic characteristics) are primary antecedents for technology acceptance
(Wu and Lu, 2013). Social virtual service research also explained that the hedonic and
utilitarian values generate the affective commitment. Then, the users’ commitment
produces their intention to continually use virtual social service (Zhou et al., 2012).
Venkatesh et al. (2012) and Arruda Filho et al. (2015) also stated that hedonic motivation
contributes to the users’ behavioural intentions. Based on previous theory and research,
integrated hedonic and utilitarian values can function to stimulate a social response.
Wang and Scheepers (2012) studied the emotional response and imaginal response as
the primary intention to use HIS within flow experience. Emotional response refers to the
individuals’ various feelings inexperience when interacting with hedonic information
systems. The imaginal response referred to a psychological state. Hedonic information
system users can distract themselves from an unpleasant event or self-projection into a
particular role and character. The hedonic theory adopts imaginal and emotional by
reflecting the hedonic information systems users that also acts as a hedonic consumer
(Wang and Scheepers, 2012).
Several previous studies that examined the impact of emotional responses on
information system acceptance used only a dimension of emotional response, such as
enjoyment (Heidjen, 2004), playfulness (Agarwal and Karahana, 2000), or fun (Okazaki,
2007; Natarajan et al., 2015). Therefore, it is necessary to investigate the emotional
response using all dimensions (Wang and Scheepers, 2012; Natarajan et al., 2015).
Wang and Scheepers (2012) posit the PAD (pleasure, arousal, and dominance)
emotional model constructed by Mehrabian and Russell (1974), argued that users’
effective responses to the environment could explain their pleasure, arousal, and
dominance. The pleasure is a verbal expression when respondents report feeling happy as
opposed to unhappy, satisfied to unsatisfied, pleased to melancholy, and hope to despair.
Verbal reaction to the environment measures the arousal (e.g., excited as opposed to
relaxed, eager to calm, frenzied to calm, restless to dull, awake to drowsy and provoked
as unfeeling anything). Mehrabian and Russell (1974) stated that the quality determines
an improved environment that is a novelty, complexity, intensity, understand ability,
impossibility, change, mobility or uncertainty of regulation (Foxall and Greenley, 1998;
Foxall and Yani-de-Soriano, 2005; Wang and Scheeprs, 2012). The users show the
dominance reported feelings of control as opposed to being controlled, influential to
being influenced, in control to being treated, significant to fascinated, dominant to
defeated, and autonomous to guide.
Extrinsic motivation related to various behaviours for several reasons beyond those
inherent in the activity (Wu and Lu, 2013). It can illustrate in working for a salary. Work
is an individual’s activity, while salary is something beyond the job, but the salary can
motivate individual work quality. Within the context of interaction with HIS, though
intrinsic motivation initiates the use of HIS, yet the achievement of external objectives
depends on the interaction with the system itself (Childers et al., 2001, Heidjen, 2004;
Wang and Scheepers, 2012). The quality of individual interaction with the system closely
related to system quality. Referring to above questions, the information systems success
model of DeLone and McLean (1992, 2003) suited to explain the functional
characteristics of an information system.
510 G.H. Sagala and Sumiyana

2.2 Perceived quality

The purpose of the utilitarian information system is to improve the users’ performance
and efficiency of their job. Therefore, the developers align the functions of the system
with the job requirements and give as little as possible disruption to help users perform
their duties. The principal goal of the design is productive to use (Heijden, 2004).
Practically, the consumers concerned to buy the inefficient product and time to achieve
their objectives with minimal irritation levels (Childers et al., 2001). That, of course,
requires good quality of information systems.
The internet is a phenomenon of communication and information system that is
suitable for DeLone and McLean model. This model measures its framework using
communication theory (e.g., Shannon and Weaver, 1949; DeLone and McLean, 2003). In
e-commerce, the primary users are customers or suppliers of the internet users. The
customers and suppliers use the system to buy or sell and conduct business transactions.
Electronic trading decisions will have an impact on individual users, organisations,
industries, economy and even national. This process of communication and trade
matched with updated DeLone and McLean (2003) information system success model
with its six dimensions of success.
Several studies have developed and validated information system success model of
DeLone and McLean (2003). It refers to users’ perception of the information quality,
system quality, and service quality as the antecedents of information systems success
(DeLone and McLean, 1992; Seddon, 1997; DeLone and McLean, 2003; Wang, 2008).
The system quality described as the presence or absence of errors in the system, the
consistency of user interface, the ease of use, the quality of documentation, and
sometimes the quality of program code maintenance (Seddon, 1997).
The information quality relates to issues such as the relevance, timeliness, and
accuracy generated by its system. However, not all IT applications produce information
for users’ decision making. For example, word processing does not produce the
information, so that the information quality does not measure all things that can
accomplish users’ job (Seddon, 1997). Meanwhile, the service quality delivered by the
management supports all activities to information systems department, new
organisational unit, and an internet service connections. The importance of service, in this
case, is higher than ever. Infact, the poor user supports the losses of customers and sales
(DeLone and McLean, 2003). In the e-commerce environment, the website designers on
e-commerce cannot independently understand without evaluating the contents usability
and information relevance’s providing to prospective buyers with their decision (DeLone
and McLean, 2003).

2.3 Flow theory

Flow metaphor describes the momentum actions that an individual stands out as the best
part of life. Athletes describe the flow metaphor as ‘in the zone’, a religious mystics
describe it as ‘ecstasy’, artists and musicians describe it as ‘aesthetic’ (Csikszentmihalyi,
1997). Csikszentmihalyi (1975) described this flow as the holistic feeling sensation when
people act with total involvement. Meanwhile, Nah et al. (2011) defined flow as an
optimal state of experience, in which individuals are absorbed and involved in activities
that no other problems appear.
 The intersection of hedonic and utilitarian values 511

Siekpe (2005) explained when consumers shop at brick and mortar store; they had the
opportunity to explore the aisles and check the product carefully and meticulously.
Sensory stimulation might enhance this experience with colourful displays, ambient
music, tempting aroma, products physical examination, and interaction with the sellers or
other customers. However, online shopping does not have such real experiences but
instead produce convenience, cost and time savings.
Online consumers act both ordinary buyers and computer users (Siekpe, 2005).
Siekpe (2005) suggested that several retailers have created a comprehensive website
providing information to the user, ranging from storage sites to sales promotions, either
to employment opportunities and product catalogue. To build an entertaining and exciting
website is to attract visitor to do electronic shopping, flow merging is not easy. It has
been proposed as one of the concepts to improve visitor experience quality when doing
electronic shopping transactions. So that, flow experience can cause repurchase intention,
or back to the same site in the future (Siepke, 2005).
Individuals’ involvements in a group can give the sensation of flow when they
depend on their desire and ability to get the value in the engagement. Nah et al. (2011)
explained that the individuals’ involvements in the virtual world would make them feel as
being a part of the world and have a role. Moreover, this can cause the flow experience to
them. Wang and Scheepers (2012) stated that the flow is very suitable to describe the
emotional involvement and experience absorption in playing activities. Wang and
Scheepers (2012) used the enjoyment, concentration, and time distortion as the
dimensions of the flow. The enjoyment reflects the user’s happiness and pleasure when
they interact with HIS. The concentration refers to the experience of total involvement in
the interaction demanding the other essential attentions overlook. The time distortion
refers to the inability to realise the passage of time while interacting with HIS.
Flow experience can achieve when user skills match the challenges presented by the
system (Ghani and Deshpande, 1994; Wang and Scheepers, 2012). Online flow may have
consequences on improving learning, perceived behavioural and exploratory behaviour,
positive subjective experiences, and distortions in time perception (Hoffman and Novak,
1996). Overall, flow can affect the patterns of navigation and repeated visits to a
commercial site (Siekpe, 2005).

2.4 Electronic commerce and social media

The e-commerce offers numerous organisational advantages (e.g., access to more
consumers, increased availability and accessibility information), but also comes with
some inherent challenges (Wells et al., 2011). The social media application, such as
Twitter and Facebook, creates new opportunities for companies to improve their internal
operations and to collaborate intimately in new ways with customers, business partners,
and suppliers (Culnan et al., 2010). IT does generally have a dramatic impact on business
operations (DeLone and McLean, 2003). The press gave much anecdotal evidence of the
social media adoption by a variety of companies ranging from Fortune 500 to small
businesses greatly. Achieving and measuring the business value of social media continues
to be a challenge for many organisations. However, many respondents still report that the
applications have not provided measurable benefits when used either internally or by
customers and business partners (Culnan et al., 2010). DeLone and McLean (2003)
512 G.H. Sagala and Sumiyana

explains that the company made a substantial investment in e-commerce applications, but
sometimes they are difficult to assess their success (DeLone and McLean, 2003).
Culnan et al. (2010) suggested that people use various platforms (Twitter, blogs, and
client-hosted forum) based on the analysis where their the industry is. He argues for
getting the value of social media such as companies need to develop an implementation
strategy based on three elements: voluntary adoption, community building, and
absorptive capacity.
Holsapple and Wu (2007) indicate that the virtual world or social media users are
hedonic individuals. Meanwhile, Gu et al. (2010) classify students as hedonic purpose IT
users and business workers as utilitarian purpose IT users. Teenagers use instant
messaging (IM) for social entertainment, especially informal conversation and
socialisation, such as the daily chat and event planning (Grinter and Paylen, 2002; Gu
et al., 2010). While for the results, IM is a tool supporting the spontaneous and
opportunistic communication among colleagues and real-time communication with
customers for work-related projects (Huang and Yen, 2003; Gu et al., 2010).
It becomes fascinating since the development of e-commerce no longer based on the
HIS concepts, but it began to extend toward social media-based e-commerce. The
achievement of voluntary adoption, community development, and absorptive capacity
make the companies’ competitive advantage should meet the needs of user perception.
Therefore, a comprehensive study determined the users’ needs fulfilment of e-commerce
information systems. On social media platforms, there are two characteristics; the ones
are using IT for entertainment purposes (hedonic), and the others one are using IT for
productive purposes (utilitarian).

2.5 Study’s framework

This study considered the hedonic and utilitarian needs as the antecedent factors of
information systems success. This study used the emotional and imaginal response to
describe the hedonic value in information systems. The information, service, and system
quality were variables to describe the practical value. Wang and Scheepers (2012) using
the flow experience as mediating variables between the hedonic value and actual usage.
Meanwhile, the user satisfaction is an important variable to measure IS-success (DeLone
and McLean, 2003; Seddon, 1997; Wang, 2008). Accordingly, this study used the flow
experience as variables to mediate the causal relationship between the hedonic value and
users’ satisfaction. The customers’ experience with electronic trading systems may create
values and satisfaction when using the system, but not in the pre-use situations (Wang,
2008). Accordingly, the intention to re-use is more appropriate to measure the
information system success (Wang, 2008). Therefore, this study uses the repurchase
intention as endogenous variables. Figure 1 shows this study’s model.
This study’s model developed based on two fundamental designs from Wang (2008)
and Wang and Scheepers (2012). This study attempts to explain the users’ behaviour of
information systems users when doing electronic shopping via social media. Social media
platforms are selected to capture the phenomenon of many corporate and individual
traders in social media or virtual world (Culnan et al., 2010). The comparisons of both
basic models were aimed to gain a deeper understanding of those basic models. The
results of the comparisons used in the formulation consequential model best suited for
information systems users in the context of social media-based e-commerce.
Furthermore, consequences and appropriateness of the model can be useful to get the
 The intersection of hedonic and utilitarian values 513

right composition in the system design and decision-making for the electronics-store
owner to utilise the users’ behaviour on doing deals and sales to achieve business goals.
Both models showed as in Figures 2 and 3.

Figure 1 This study’s model

Figure 2 Hedonic value-based model

Source: Wang and Scheepers (2012)

Figure 3 Utilitarian value-based model

Source: DeLone and McLean (2003)

514 G.H. Sagala and Sumiyana

2.6 Hypothesis formulation

Emotional response reflected in hedonic customer consumption and behavioural intention
(Wang and Scheepers, 2012). On the other hand, satisfaction is an essential factor that
affecting the system use. The user satisfaction also has the most potent individual direct
effect (Igbaria and Tan, 1997). However, Wang and Scheepers (2012) have not deduced
the users’ emotional responses affecting to their satisfaction. Emotional response causes
the pleasure feeling that stimulates the individual to preserve in the happy situation; it
refers to the flow experience proposed by Csikszentmihalyi (1975). User’s pleasure
experience when using the information system will build their satisfaction, and so the
hypotheses formulated as follows.
H1 The emotional response has a positive effect on the flow experience.
H2 The emotional response has a positive effect on the satisfaction.
Flow strongly associated with imaginal responses (projection of roles and escapism).
When individuals think that the hedonic information systems allowed them to escape
from the real world, they are more likely undergo the flow experience and absorption loss
in it (Holsapple and Wu, 2007; Wang and Scheepers, 2012). That feeling would build
perceived benefits on the users’ hedonic value (Zhou et al., 2012) as their needs
fulfilment. It also has implications for the satisfaction, since the users get their
expectation (users’ predicted role and escapism). This study formulates hypotheses as
follows.
H3 The imaginal response has a positive effect on the flow experience.
H4 The flow experience has a positive effect on the user satisfaction.
The users would feel that the information system was valuable (Childers et al., 2001; Wu
and Lu, 2013; Zhou et al., 2012; Venkatesh et al., 2012). They could usually find the
information quickly. Moreover, they did not spend excessive cost. The cost refers to
money, time, effort, or other sacrifices. Information system service could quickly resolve
the problems that occur in the system (DeLone and McLean, 1992; Seddon, 1997;
DeLone and McLean, 2003; Wang, 2008). However, in service quality context, the
devices should support individuals’ needs (Shannon and Weaver, 1949, DeLone and
McLean, 2003, Seddon, 1997). The users feel happy and satisfied when their needs
accommodated. They expected, the related costs (monetary/non-monetary) deemed
appropriately. Therefore, this study formulates the following hypotheses:
H5 The information quality has a positive effect on the perceived value.
H6 The system quality has a positive effect on the perceived value.
H7 The service quality has a positive effect on the perceived value.
H8 The perceived value has a positive effect on the user’s satisfaction.
Several studies examined that the users’ perceived value and satisfaction associated with
their intention to use, and repurchase (DeLone and McLean, 2003; Wang, 2008; Wells
et al., 2011; Roca et al., 2006; Zhou et al., 2012). The perceived value refers to the users’
costs and benefits incurred when they use e-commerce information systems (Wang,
2008). This comparison then will stimulate the appropriate or lucky feeling for the
 The intersection of hedonic and utilitarian values 515

e-commerce information systems users. The satisfaction refers to the consumers’ feeling
of benefit from specific services (Kim and Son, 2009; Zhou et al., 2012; Arruda Filho
et al., 2015; Al-Maghrabi and Dennis, 2012). This study posits all critical reasoning’s
from all prior research above. Furthermore, the appropriate feeling stimulates the
consumers to buy again. Therefore, this study formulated hypotheses as follows.
H9 Perceived value has a positive effect on the repurchase intention.
H10 User satisfaction has a positive effect on their repurchase intention.

3 Research method

3.1 Data collection

This study collects data with survey method. The survey conducted by electronic
questionnaire in most popular social media in Indonesia (i.e., Facebook, Twitter,
Instagram and Kaskus). Respondents are online shoppers that they at least once times did
the retailing transaction in social media. This study asks all respondents to do snowball
technique to another respondent in the online retailer social media. This study collected
283 data. We eliminated six responses containing errors due to respondent response’s
absences from the first and second. Finally, this study uses 277 data to further statistical
analysis. Furthermore, this research used SEM to examine and measure the structural
goodness fit for both hedonics and utilitarian models (Hair et al., 2010). Table 1 shows
the demographic respondents.
Table 1 Demographic respondents

Indicators Sum Percentage

Age
15–20 years 71 25.70%
21–25 years 105 37.90%
26–30 years 53 19.10%
31–35 years 31 11.20%
36–40 years 9 3.20%
> 40 years 8 2.90%
Total 277 100.00%
Gender
Male 99 35.74%
Female 178 64.26%
Total 277 100.00%

3.2 Research variables

First of all, this study identifies and analyses to get a better understanding the constructs
meaning by specifying their contents (Kerlinger, 2006). This research adopted
questionnaires from Wang and Scheepers (2012), Wang (2008), Seddon (1997), and
516 G.H. Sagala and Sumiyana

Csikszentmihalyi (1975). We modified all of the arguments in each questionnaire to be fit

with Indonesian people (see Appendix 1). This study designed each instrument by seven
Likert scales. Table 2 shows all variables and their operational definitions.
Table 2 Research variables and operational definitions

No. Variable Operational definition Instrument sources

1 Emotional Various feelings in the experience when interacting Wang and
response with social media while doing electronic shopping Scheepers (2012)
2 Imaginal Psychological state in which social media user Wang and
response distract himself from unpleasant events into a Scheepers (2012)
particular role or character when doing electronic
shopping
3 System User perception of the consistency of user Seddon (1997) and
quality interface, ease of use, and quality of documentation Wang (2008)
when doing electronic shopping in social media
4 Information User perception about relevance, timeliness, and Seddon (1997) and
quality accuracy of information generated by electronic Wang (2008)
commerce information systems in social media
5 Service User perception of the overall support delivered by Seddon (1997) and
quality the service provider when doing electronic Wang (2008)
shopping in social media. Regardless of whether
this support is delivered by the department of
information systems and electronic traders on
social media pages
6 Flow The holistic sensation felt by the user when Csikszentmihalyi
experience subjected to total involved in the use of social (1975) and Wang
media when shopping online and Scheepers
(2012)
7 Perceived User perceptions of information systems in Wang (2008)
value assessing effort to do compared to the benefits
derived from the use of information systems when
doing electronic shopping in social media
8 User Favourable feelings towards consumer services Wang (2008)
satisfaction obtained from the use of social media when doing
electronic shopping
9 Repurchase Encouragement of individual store-do the Wang (2008)
intention electronic shopping via social media

3.3 Construct validity

This research conducts to test the data’s convergent validity by loading factor analysis
and average variance extracted (AVE). Factors loadings show that all latent constructs
should be higher than 0.5 (Fornell and Larcker, 1981; Hair et al., 2010). The result shows
that the entire values of factor loading (see Appendix 2) that they are more than 0.50,
except for item questions of IR3 (0.00) and ER3 (–0.05). Therefore, this study excludes
both variables for the further statistical analysis. In another side, this study measure AVE
for each construct analysed. It is to increase the statistical inferences from convergent
validity results. Hair et al. (2010) argue that if the AVE values are more than 0.50, each
 The intersection of hedonic and utilitarian values 517

construct has good convergent validity. Table 3 shows the AVE results that each
construct has convergent validity since their value is more than 0.5.
Table 3 Reliability and validity results

Latent Cronbach Discriminant validity

Mean S.D. AVE PV Stf RI
var. alpha ER IR FE IQ SyQ SvQ
ER 4.64 0.99 0.57 0.79 0.69
IR 4.89 1.01 0.67 0.91 0.04 0.85
FE 4.49 1.03 0.70 0.95 0.22 0.56 0.79
IQ 4.74 1.13 0.74 0.92 0.18 0.25 0.66 0.79
SyQ 4.65 1.22 0.59 0.88 0.36 0.12 0.18 0.12 0.56
SvQ 4.44 1.32 0.70 0.88 0.00 0.02 0.01 0.01 0.00 0.67
PV 4.68 1.33 0.85 0.95 0.04 0.45 0.28 0.13 0.11 0.06 0.74
Stf 4.86 1.15 0.80 0.94 0.00 0.12 0.06 0.03 0.00 0.08 0.17 0.59
RI 4.93 1.08 0.79 0.93 0.01 0.00 0.00 0.00 0.03 0.09 0.10 0.49 0.69
Notes: Emotional response (ER), imaginal response (IR), Flow experience (FE),
information quality (IQ), systems quality (SyQ), service quality (SvQ), perceived
value (PV), satisfaction (Stf) and repurchase intention (RI).
Furthermore, this study examines internal data reliability by using Cronbach’s alpha. The
consistency of internal data reliability requires at least 0.6 for the Cronbach’s alpha
values (Malhotra and Galleta, 2005; Malhotra et al., 2004). The lowest value of
Cronbach’s alpha for each variable in this study was more than 0.6 as presented in
Table 3. These results are consistent with the previous convergent validity results.
Finally, this study examines discriminant validity indicating that each construct is
genuinely distinctive from other constructs (Hair et al., 2010). This study conducts by
observing AVE value by multiplying diagonally. Then, we calculate the square of
correlation matrix value between variables (Hair et al., 2010). Table 3 shows the AVE
values that they all are higher than the square of the coefficient of correlation.

3.4 Hypothesis testing

This study used the structural equation modelling (SEM) to test all hypotheses. We used
SEM because it is relatively dynamic and sophisticated analysis (Animesh et al., 2011;
Hair et al., 2010). We use maximum likelihood estimation (MLE) technique because of
its flexible approach for parameter estimation regarding the best suitability model (Hair
et al., 2010). We used LISREL 8.8 to analysis the data because it is a flexible program
primarily in the experiment and quasi-experimental methods. Table 4 shows statistical
results for the study’s model.
Table 4 shows that the influence of emotional response to the flow experience has a
coefficient of 0.76 and t-value of 9.29 that is statistically significant. The result supports
the Hypothesis H1. This study, therefore, concluded that the emotional responses increase
users’ achievement on their flow experience to perform electronic shopping via social
media. On the other hands, this study finds that the influence of emotional responses to
the user satisfaction has the coefficient of 0.003 with the t-value of 0.03 that is not
518 G.H. Sagala and Sumiyana

statistically significant. Accordingly, the result does not support Hypothesis H2. It means
that the users’ higher emotional responses do not increase their satisfaction.
Table 4 Hypothesis testing results

No. Hypotheses Coeff. t-value Status

1 Hypothesis 1 (+) Emotional response  flow 0.76 9.29 Supported
experience
2 Hypothesis 2 (+) Emotional response  satisfaction 0.003 0.03 Not
supported
3 Hypothesis 3 (+) Imaginal response  flow 0.07 1.02 Not
experience supported
4 Hypothesis 4 (+) Flow experience  satisfaction 0.45 5.78 Supported
5 Hypothesis 5 (+) Information quality  perceived 1.04 9.19 Supported
value
6 Hypothesis 6 (+) Systems quality  perceived value 0.73 5.18 Supported
7 Hypothesis 7 (+) Service quality  perceived value –0.87 –6.14 Not
supported
8 Hypothesis 8 (+) Perceived value  satisfaction 0.75 9.62 Supported
9 Hypothesis 9 (+) Perceived value  repurchase –0.31 –3.47 Not
intention supported
10 Hypothesis 10 (+) Satisfaction  repurchase intention 1.06 8.82 Supported

The imaginal response does not show the significant effect on the flow experience with
coefficients value of 0.07 and t-value of 1.02.Then, the result does not support
Hypothesis H3. The imaginal response could not make the users reluctant when they shop
in social media electronic. The users’ flow experience affects their satisfaction
significantly, with the coefficient value of 0.45 and the t-value of 5.78 that is statistically
significant. Therefore, this study supports Hypothesis H4. It means that the higher users’
flow experience could increase their shopping in social media online. It also means that it
enhances their satisfaction.
The information quality has a significant effect on the perceived value. The
association between information quality and the perceived value has a coefficient value
of 1.04 and the t-value of 9.19 that is statistically significant. Therefore, it supports
Hypothesis H5. The result suggests that the information quality has a vital role in the
formation of the users’ perceived value. The system quality influences the users’
perceived value with the coefficient value of 0.73 and the t-value of 5.18.This influence
is statistically significant. It means that this study supports Hypothesis H6. Therefore, the
system quality affects the users’ perceived value when they shop in social media online.
The relationship between service quality and the perceived value has a coefficient of
–0.87 with the t-value of –6.14. This statistical value has inversed sign. It means that this
relationship is not statistically significant. Therefore, this result does not support
Hypothesis H7. This study inferred that the service quality does not affect the users’
perceived value. The users’ perceived value affect their satisfaction showed a significant
value with a coefficient of 0.75 and the t-statistic of 9.62.It is statistically significant and
then supports the Hypothesis H8. This result suggests that the users’ higher perceived
value enhance their satisfaction.
 The intersection of hedonic and utilitarian values 519

The association between perceived value and the repurchase intention has a
coefficient of –0.31 with t-value of –3.47 that is not statistically significant. This study
infers that the result did not support the Hypothesis H9. Meanwhile, the user satisfaction
showed a positive and significant effect to the repurchase intention. This study did not
support the Hypothesis H9. It means that the user satisfaction becomes an essential
mediating factor to enhance the user’s repurchase intention. The latest, the statistical
result shows that the coefficient is 1.06 with t-value of 8.82 that is statistically significant.
Therefore, this study supports the Hypothesis H10. It means that the higher user’s
satisfaction will enhance their intention to repurchase in the social media online
shopping.

3.5 Goodness-of-fit model

The model’s validity depends on the acceptance level of the model’s goodness-of-fit
(GOF) in the associations among constructs. The GOF indicates how well among
variables associates in their covariance matrix (Hair et al., 2010). Table 5 presents the
results of GOF analysis as follows.
Table 5 GOF measurements

GOF index Indicators Estimation Status

Chi-square Small score (p > 0.05) 1,868.27 (p = 0.00) Low fit
NCP, interval Small score, narrow 942.62, (825.01; 1,067.95) Medium fit
interval
RMSEA, p RMSEA ≤ 0.08 (p ≥ 0.50) 0.064 (p = 0.00) Good fit
(close-fit)
ECVI Small score, close with M* = 7.23, S* = 6.86, I* = 136.51 Good fit
ECVI
Saturated
AIC Small score, close with M* = 1,994.62, S* = 1,892.00, Good fit
AIC saturated I* = 37,675.42
CAIC Small score, close with M* = 2,484.76, S* = 6,266.32, Low fit
CAIC I* = 37,874.25
Saturated
NFI 0.90 0.95 Good fit
NNFI 0.90 0.97 Good fit
CFI 0.90 0.97 Good fit
IFI 0.90 0.97 Good fit
RFI 0.90 0.95 Good fit
CN 200 139.61 Medium fit
RMR ≤0,05 0.14 Low fit
GFI 0.90 0.77 Low fit
AGFI 0.90 0.74 Low fit
Notes: M = model ; S = saturated ; I = independence.
520 G.H. Sagala and Sumiyana

Table 5 shows that this study’s model has an absolute GOF indexes indicated by the
RMSEA index (0.064) with p-value (0.00), ECVI index (M* = 7.23, S* = 6.86,
I* = 136.51), and AIC index (M* = 1,994.62, S* = 1,892.00, I* = 37,675.42). The index
of RSMEA falls below the critical value of 0.08 with a p-value lower than 0.05.
Therefore, all the results show that this study’s model has a good fit. The differential
value between ECVI-model and ECVI-saturated is lower than that and
ECVI-independence. Similarly, the AIC index model shows lower differences with
AIC-saturated than that with AIC-independence. Thus, the ECVI and AIC indexes show
that the model has a good fit. Meanwhile, the indexes of χ2 (1,838.64), SRMR (0.13),
CAIC (M* = 2,484.76, S* = 6,266.32, I* = 37,874.25), GFI (0.77), and AGFI (0.74)
show that this study’s model is a good medium fit.
The statistical results show that the incremental GOF indexes consisting of NFI
(0.95), NNFI (0.97), CFI (0.97), IFI (0.97), and RFI (0.95) indicate a good fit. Another
indicator, namely CN (141.85) indicates that the model has closed to a good fit. Based on
overall indexes, this study infers that this study’s model has a GOF. Therefore, we
conclude to interpret because this study’s model integrating hedonic and utilitarian values
has the high GOF.

4 Discussion and analysis

This study finds that users’ emotional responses positively affect their flow experience.
However, users’ emotional response did not affect their satisfaction. It probably occurred
because of the users’ pleasant feeling experienced when they use social media online
stores causing their effective response. In other words, users get experiences from social
media making them feel happy, excited, and dominance. It means that users feel to
perceive what they want, so they get exciting experience (flow experience). In the end,
this process will result in the users’ sense of satisfaction. These study findings harmonise
all previous research that has not considered the user satisfaction yet. Thus, this research
provides complimentary comprehensive sights.
Users’ imaginal responses associate insignificant positively the flow experience.
When individuals browse the online stores in social media, they are independently and
freely imagine anything about the products displaying on the screen. This freedom does
not lead users to stay behind the social media. This study finds a contradiction with the
study of Wang and Scheepers (2012) suggested that the users’ imaginal response is real
antecedent factors of their flow experience. It occurred because the search process in
social media for electronic shopping does not require users to play a particular role. The
users just become themselves and look for the goods or services what they want.
Moreover, the users have a strong chance, so their experience with the online store in the
social media does not trigger escapism. It also means that their chance does not support
their flow experience. Finally, the users always expect to have enough financial sources
and to do not have any huge problems. It means that they then are reluctant to do
escapism when they shop in social media online.
The flow experience affects positively or impacts the user satisfaction. This study
result is consistent with Wu and Lu (2013). Wu and Lu (2013) suggested that perceived
enjoyment as hedonic characteristics is an essential antecedent factor of the technology
acceptance. Users’ pleasant experience what they get triggers their sense of satisfaction.
The information and system qualities positively affect the users’ perceived value. This
 The intersection of hedonic and utilitarian values 521

finding strengthens the studies of DeLone’s and McLean’s (2003), Seddon’s (1997),
Wang’s (2008), and Wells et al.’s (2011). Users need an easy accesses and sufficient
information to improve their productivity. When users get the appropriate information
what they desire, they can fulfil their expectations. In other words, the reasoning concepts
conform with the expectation disconfirmation theory (Oliver, 1980). When users confirm
their expectations in a specific online store, they will feel that this online store is more
valuable enough.
The service quality affects the users’ perceived value negatively. It means that the
service quality could not determine users’ intention to repurchase. However, the service
quality should affect the users’ repurchase intention positively. This study explains that,
first, the providers of social media online store have not possibly established a reasonable
information systems management. Second, the internet’s network or devices works
improperly causing the users to ignore this problem. This study notes that lousy internet
connection is usually in the developing countries such as Indonesia. Third, the users
focus more on the content, traceability, and ease of use to purchase merchandise goods.
Fourth, the users usually focus focuses on the interaction time with the service provider.
Currently, service quality dynamically processes between users and IT employees when
they are participating each other (Shostack, 1987). In other words, service quality is an
interaction between the user and IT employee as facilitate functions, especially in the
trading of physical goods and valuable information.
The perceived values affect the users’ satisfaction positively. However, the perceived
value affect the users’ repurchase intention negatively. Meanwhile, the user satisfaction
influence positively their repurchase intention. This study’s finding is consistent with
Wang’s (2008). The users’ perceived value is due to their benefits gaining from social
media online (Parasuraman and Grewal, 2000; Wang, 2008). The gaining more benefits
will attract the user enthusiasm. Then, users’ enthusiastic using media online lead to get
their satisfaction more.
This study finds that the perceived values affect the repurchase intention negatively.
It suggests that users’ satisfaction is a primary key for the business continuity. When a
user wants to buy a product, he will automatically remember his satisfaction level from
the latest experience. The user, then, will return to that store. Thus, the user’s satisfaction
is a critical mediator in the causal relationship between the perceived values and
repurchases intention.
This study infers that the users’ satisfaction is the primary antecedent factor.
However, the user satisfaction will not stand without complementary factors. On the side
of the hedonic value, user’s flow experience and emotional response enhance their
satisfaction. Simultaneously, the users’ flow experience depends on their imaginal
responses. On another side of the utilitarian value, the users’ perceived values build their
continuance of satisfaction. Meanwhile, the users’ perceived values depend on the
information and systems qualities.

4.1 Research findings

This study’s model integrating hedonic and utilitarian values could explain and predict
the information systems success in electronic commerce. It implies to the system analysis
and designs influencing users’ behavioural alignment. The electronic commerce should
supply the users’ needs both from the hedonic and utilitarian values. This supply could
522 G.H. Sagala and Sumiyana

shape the users’ behavioural satisfaction and intention to repurchase. However, it has a
consequence that composition of the hedonic and utilitarian values will maximise the
users’ adoption to use electronic commerce.
The online store should design by considering the users’ imagination that traders can
use to formulate their strategies. Thus, the contents’ designs can trigger the users’
imagination and sense to re buy. It means that electronic traders require minimising the
users’ expected disconfirmation. Furthermore, easily and friendly interaction with the
online store page can stimulate the users’ emotional responses. Several techniques that
are like harmonious colouring, good drawing arrangement, continuous update of the
product in a balanced rhythm, and words arrangement could trigger users’ fun tracking
and shopping. Comfortable and pleasant interaction will also generate users’ solubility.
Then, the users’ solubility trigger doubled the user’s satisfaction and purchase intention.
The information and system qualities are primary keys to users’ perceived value. As a
result, online store owners should concentrate on brief and complete information
presentation on social media online. Simple website designs with the renewal colour
composition could maintain the stability of system information performance. The service
quality influences the users’ intention to repurchase so that the online store owner should
maintain the users’ interaction easily when they are online store information system. The
comfortable interaction will generate the perceived excellent service in the users
cognitively.
This study argues that users’ satisfaction is a primary key to bridging their perceived
value and flow experience to their repurchase intentions. The online store owners require
maintaining user satisfaction as a spearhead concept to achieve business sustainability.
To measure the user’s satisfaction, the online store owner can conduct a survey when
their customers do online shopping. In fact, the owners can use the customer’s testimony
as an input to improve continuance. Finally, the integration of the hedonic and utilitarian
values can widen the contents and coverage’s of electronic commerce systems.
Therefore, emphasis on specific indicators of the hedonic and utilitarian should consider
accordingly to statistical inferences from the customer’s testimony data.

4.2 Research implications

Humans have a hedonic needs laid in their right brain. On the other side, humans also
have the utilitarian needs laid in their left brain (Hirschman and Holbrook, 1982). The
integration of the hedonic and utilitarian characteristics could recommend a new insight
into the information systems science. Alignment with Hirschman and Holbrook (1982),
the inducement of hedonic characteristics into the information system success is not to
replace the old models, but to widen the information system adoption.
Harmonisation between the hedonic and utilitarian values could improve the
functionality of e-commerce information system. The balancing process refers to the
availability of both the user’s benefit and enjoyment values. This study contributes to the
e-commerce website designers and electronic traders to plan their online store websites.
Electronic commerce managers can insert the content of the hedonic and utilitarian values
in their designs in an online store page. It is an effort to enlarge broader market adoption
and achieve business sustainability. It means that this study recommends the emphasis on
specific content. This study concludes that e-commerce managers serve to achieve users’
efficacy and efficiency when they use social media online. In other side, e-commerce
managers take benefits from the users’ creativity and productivity that their efforts to get
 The intersection of hedonic and utilitarian values 523

others consumers. Thus, this study recommends stimulating social media users to act
productively.

5 Conclusions, limitation and future research

5.1 Conclusions
This study aims to build a new model that integrates hedonic and utilitarian values in
explaining the user’s satisfaction and repurchase intentions in electronic trading on social
media. This study uses a survey method to obtain primary data. It adopted a measurement
scale from Wang (2008) and Wang and Scheepers (2012). The unit of analysis is the
individual. Such individuals are customers who shop online via social media. The
respondents comprised of the online shop consumers in Yogyakarta and Medan,
Indonesia. The sample selection procedure is a snowball method. Meanwhile, this study
collects a total of 227 questionnaires. Finally, this study supported to seven of ten
hypotheses; then we conclude as follows.
The hedonic value does not entirely affect the users’ flow experience positively in
electronic shopping via social media. The result shows that the users’ emotional
responses influence the users’ flow experience positively. However, the users’ emotional
responses do not influence the user’s satisfaction. Meanwhile, the users’ imaginal
response influence their flow experience positively. The users’ flow experience affects
their satisfaction positively in electronic shopping via social media. In another side, the
utilitarian value does not affect the users’ perceived values positively in electronic
shopping via social media. The result indicates that the information and system qualities
associate the users’ perceived values. However, service quality affects the users’
perceived values negatively. The users’ perceived values affect their satisfaction
positively in electronic shopping via social media. The user’s satisfaction has a positive
impact on their intention to repurchase. Therefore, this study suggests that the integration
of the hedonic and utilitarian values will maximise the users’ adoption to use electronic
commerce. Moreover, this study implies that the electronic commerce should induce the
users’ needs both from paradigms of the hedonic and utilitarian values.

5.2 Limitations and future research

This study’s model that integrates the hedonic and utilitarian values has several
limitations. That limitation may reduce the study’s conclusion validities. First, the
individual values associated with behavioural intention is dynamically evolving. We
noted that our research is not capable of catching the users’ dynamic behavioural,
because they always move to their creation, resources sharing and system update.
Second, this study uses the online store at social media. We recognise that this study only
uses the retail traders in social media. Third, this study uses some measurement items
based on the Indonesian respondents’ that could bring cultural bias. We noted that
Indonesian people usually tend to have high power distance, collectivism, agreeableness,
and so on. Fourth, this study developed a model that is relatively new. It means that this
model needs further examinations for its external and internal validities. In other words,
similar studies using experimental method will increase its internal validity. Additionally,
524 G.H. Sagala and Sumiyana

further research with different sampling subjects will help models’ generalisation,
especially on the others right business platforms.

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 The intersection of hedonic and utilitarian values 527

Appendix 1

Constructs measurement
Latent variables Predictors
Imaginal IR1 Playing social media helps me temporarily escape from the world
response of reality
IR2 Playing social media helps me temporarily escape from problem
and pressures
IR3 Playing social media helps me temporarily escape from things
unpleasant and worrisome
IR4 Playing social media enables me to project myself into a
particular role
IR5 Playing social media enables me to project myself into a
particular character
IR6 Playing social media enables me to project myself into a
particular task.
Emotional ER1 To what extent do you feel happy or unhappy when playing social
response media?
ER2 To what extent do you feel pleased or annoyed when playing
social media?
ER3 To what extent do you feel satisfied or unsatisfied when playing
social media?
ER4 To what extent do you feel relaxed or bored when playing social
media?
ER5 To what extent do you feel stimulated or relaxed when playing
social media?
ER6 To what extent do you feel excited or calm when playing social
media?
ER7 To what extent do you feel in control or cared for when playing
social media?
ER8 To what extent do you feel controlling or controlled when playing
social media?
ER9 To what extent do you feel dominant or submissive when playing
social media?
Flow experience FE1 I have fun when I am playing social media.
FE2 Playing social media provides me with much enjoyment.
FE3 I enjoy playing social media.
FE4 When playing the social media, my attention focused on the
social media.
FE5 When playing the social media, I am absorbed intensely in the
social media.
FE6 When playing the social media, I concentrate entirely on the
social media
FE7 Time appears to go by very quickly when playing the social
media.
FE8 Sometimes I lose track of time when playing the social media.
528 G.H. Sagala and Sumiyana

Constructs measurement (continued)

Latent variables Predictors
Flow experience FE9 Time flies when playing the social media.
Information IQ1 The e-commerce system provides the precise information you
quality need
IQ2 The information content meets you need
IQ3 You feel the output is reliable
IQ4 The e-commerce system provides up-to-date information
System quality SQ1 The e-commerce system is user-friendly
SQ2 The e-commerce system is easy to use
SQ3 When you have a problem, the e-commerce system service show
a sincere interest in solving it.
SQ4 The e-commerce system service is always willing to help you
SQ5 You feel safe in your transaction with the e-commerce system
service regarding security and privacy protection
Service quality SerQ1 The e-commerce system service knows to answer your questions
SerQ2 The e-commerce system service give you individual attention
SerQ3 The e-commerce system service understand your specific needs
Perceived value PV1 The product/service of the e-commerce system is a good value for
money
PV2 The price of the product/service of the e-commerce system is
acceptable
PV3 The product/service of the e-commerce system is considered to be
a good buy
Satisfaction Stf1 You are satisfied with the e-commerce system
Stf2 The e-commerce system is high quality
Stf3 The e-commerce system has met your expectations
Repurchase RI1 Assuming that you have access to the e-commerce system, you
intention intend to reuse it.
RI2 You will reuse the e-commerce system in the future.
RI3 You will frequently use the e-commerce system in the future.
 FLOWEX PERVAL SATIS INRUSE RESEM RESIM INFQU SYSQU SERQU
FLOWEX1 0.85
Appendix 2

Cross loading
FLOWEX2 0.85
FLOWEX3 0.83
FLOWEX4 0.83
FLOWEX5 0.87
FLOWEX6 0.85
FLOWEX7 0.84
FLOWEX8 0.81
FLOWEX9 0.77
PERVAL1 0.91
PERVAL2 0.94
PERVAL3 0.92
SATIS1 0.87
SATIS2 0.91
The intersection of hedonic and utilitarian values

SATIS3 0.90
INRUSE1 0.91
INRUSE2 0.88
INRUSE3 0.88
RESIM2 0.61
RESIM4 0.89
RESIM5 0.85
RESIM6 0.73
529
 530

FLOWEX PERVAL SATIS INRUSE RESEM RESIM INFQU SYSQU SERQU

RESEM1 0.82
RESEM2 0.84
RESEM4 0.86
RESEM5 0.82
Cross loading (continued)

RESEM6 0.91
RESEM7 0.77
RESEM8 0.80
G.H. Sagala and Sumiyana

RESEM9 0.74
INFQU1 0.88
INFQU2 0.89
INFQU3 0.83
INFQU4 0.84
SYSQU1 0.72
SYSQU2 0.74
SYSQU3 0.81
SYSQU4 0.78
SYSQU5 0.80
SERQU1 0.89
SERQU2 0.81
SERQU3 0.81