Cognitive and Affective Experience in Online Shopping: Findings from Pure-Click Customers in Indonesia

Abstract

As the number of new entrants in the e-retailing industry in Indonesia increases steeply, sustaining competitiveness becomes more challenging, especially in the pure-click business model. This research aims to establish a deeper understanding of how cognitive experiential state (CES) and affective experiential state (AES) may impact repurchase intention and to examine the role of satisfaction and trust in pure-click customers in Indonesia. A quantitative approach using a survey with convenience sampling was used as the data collection method. This study took 150 usable responses for further analysis. Structural equation modeling using LISREL 8.8 was used for hypothesis testing. The results indicated that AES affects CES directly; CES forms trust through satisfaction. On the other hand, the findings show that although AES can directly affect consumers’ trust, there is no support for the direct impact of AES toward satisfaction. Meanwhile, repurchase intention is established only when trust existed.