BINUS UNIVERSITY INTERNATIONAL

BINUS UNIVERSITY
Marketing Major
Sarjana Ekonomi Thesis
Even Semester year 2012

MOTIVATIONS BEHIND CONSUMERS’ ONLINE SHOPPING CART

USE IN INDONESIA

Vienna Rossa (1200962132)

Class: 08 THE 
 
Abstract

Objective - This research main objective is to know consumer’s motivation in placing

the product in online shopping cart

Method - The questionnaire were distributed by sending out offline and online
questionnaire to respondents. The respondents must be individual that already use online
shopping and shopping cart as they are the most appropriate target in this study to
accomplish relevant result. Data gathered then analyzed using Reliability & Validity
analysis, Multiple Regressions and Simple Regression Linear

Results - There were 3 hypotheses for the research and all of the hypotheses are all
accepted

Conclusion - In order to understand motivation using the online shopping cart, there are
2 (two) variables, which are: price promotion and research and information search
variables which play important role in the motivation behind consumers’ online
shopping cart use. It indicates that, price promotion and research and information have
positive influence on frequency of online shopping cart use

Key words – E-Business, Online Shopping, Online Shopping Cart, Shopping

Motivation, Utilitarian Motivatiom, Hedonic Motivation, Utilitarian and Hedonic
Motivation
 
 
 

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ACKNOWLEDGEMENT

The author would like to thank Jesus Christ for all his blessings and
support and for those people with willingness to help and guide the author to finish this
research, especially:
1. Author’s Parents, for the encouragements, support, financial support and most
important their prayer and motivation
2. Mrs. Lianti Raharjo, with all the guidance, critics, advices, and supports
throughout the writing process as supervisor who help the author to complete this
research.
3. Willy Jayadi who gives input and entertain author to be joyful and thoughtful
during the making of the research.
4. Campus mate, with all the great support, assistance and motivation. Great
appreciations were addressed to Bismo, Puput, Irene, Putrizka, etc.
5. All respondents for the great contribution in this research
6. All others who cannot be mentioned one by one here really thank you for all the
helps supports, inspiration and motivation that had encouraged the author in
completed this research.
 
Hence, the author would like present the result of his research. The author
believed that research is not one step process that result in perfect findings, thus the
author apologize for any mislead found in this research. The author will also appreciate
any critics and recommendations on this research.

With Regards, Jakarta 24 July 2012

Author

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TABLE OF CONTENTS

Cover Page.....……………….................………………………………………...….........i

Title Page………………………………….……………………………….......….….......ii

Certificate of Approval…….....………..……………………..........………………..........ii

Abstract……………………………………………..........…………………….…..…....iii

Acknowledgement……………….……………......…………...……………….....…......iv

Table of Content.........……………………………………………………………….......vi

List of Figures ……………………………………………………………………...........vi

List of Tables ……………………………………………………………………...…....vi

CHAPTER I - INTRODUCTION ………......................…………………………........1

BACKGROUND ............................................................................................................... 1

1.1. Background .......................................................................................................... 1

1.2. Purpose of the research ........................................................................................ 7

1.3. Research Question................................................................................................ 7

1.4. Scope and Limitation ........................................................................................... 8

1.5. Thesis Structure.................................................................................................... 8

CHAPTER II - LITERATURE REVIEW................................................................... 10

THEORETICAL FOUNDATION ................................................................................... 10

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2.1 E-Business ............................................................................................................ 10

2.2 Online Shopping ................................................................................................... 11

2.3 Online Shopping Cart ........................................................................................... 15

2.4 Shopping Motivation ............................................................................................ 16

2.5 Customer Motivation for placing product in Electronic Shopping cart ............... 17

2.5.1 Utilitarian Motivation .............................................................................. 18

2.5.2 Hedonic Motivation ................................................................................. 19

2.5.3 Utilitarian and Hedonic Motivation ......................................................... 21

2.6 Hypothesis Development, dimension and variable relations…................21

2.6.1 Current purchase intent will increase the frequency

of consumers' online shopping cart use………………………..22

2.6.2 Desire to take advantage of price promotions will increase the

frequency of consumers' online shopping cart………………......22

2.6.3 Entertainment purpose will increase the frequency of consumers'

online shopping cart use………………………………………...23

2.6.4 Organizational shopping intent will increase the frequency of

consumers' online shopping cart use…………………………….23

2.6.5 Research and information search intent will increase the

frequency of consumers' online shopping cart use………………24

2.6.6 Current Purchase Intent will increase frequency of online buying.25

2.6.7 Frequency of online shopping cart use will increase

frequency of online buying............................................................25

2.7 Conceptual Model………………………………………………...……....26

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 CHAPTER III RESEARCH METHODOLOGY ....................................................... 27

3.1 Research Objectives ............................................................................................. 27

3.2 Research Design ................................................................................................... 27

3.3 Research Question ................................................................................................ 28

3.4 Unit of Analysis and Sampling ............................................................................ 28

3.5 Comparison Between Original Research and Current Research .......................... 29

3.6 Data Collection Method ....................................................................................... 31

3.7 Questionnaire Design ........................................................................................... 32

3.8 Reliability and Validity ........................................................................................ 33

3.8.1 Reliability test..............................................................................................33

3.8.2 Validity Test................................................................................................34

3.9 Data Analysis Method ...................................................................................... ....35

3.9.1 Descriptive Statistics ................................................................................ 35

3.9.2 Multiple Regression.................................................................................. 35

3.9.3 Simple Linear Regression..........................................................................36

CHAPTER IV RESULTS AND ANALYSIS…………………………………..........38

4.1 Pre-test Result….………………………………………………............…....38

4.1.1 Pre-Test Reliability..........................................................................39

4.1.2 Pre-Test Validity.............................................................................40

4.2 Demographical Data...………………………………….............….......…....41

4.2.1 Demographical Information............................................................41

4.2.1.1 Respondent gender.......................................................................42

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 4.2.1.2 Age Frequencies...........................................................................43

4.2.1.3 Respondent Location....................................................................44

4.2.1.4 Last Education..............................................................................45

4.2.1.5 Current Occupation......................................................................46

4.2.1.6 Experience using online shopping cart.........................................46

4.2.1.7 Website that respondent like to used online shopping.................47

4.2.1.8 Product that respondent buy in online shopping..........................48

4.3 Reliability and Validity Analysis ………………………………………......48

4.4 Comparison finding original research and current research...........................51

4.5 Multiple Regression result and analysis……………............…………….....51

4.5.1 Multiple Regression.........................................................................52

4.5.2 Simple linear regression..................................................................55

CHAPTER V CONCLUSION AND RECOMMENDATION……...…………........60

5.1 Conclusion…………...………………………………………………….......60

5.2 Managerial Implication..................................................................................61

5.3 Research Limitation……………………………………………………........62

5.4 Future Research Recommendation...……………………………………......62

REFERENCES…………………………………………………………………….......64

APPENDICES…………………………………………………………………….........70

Appendix 1..........................................................................................................70

Appendix 2..........................................................................................................75

Appendix 3..........................................................................................................81
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Appendix 4..........................................................................................................86

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 LIST OF TABLES

Table 3.1 Comparison between original research and current research...........................30

Table 4.1 Reliability Statistics Pre-Test.…………………………...……………….......39

Table 4.2 Validity Test Result……...….......................…………....................................40

Table 4.3 Experience using online shopping cart.............................................................46

Table 4.4 Reliability Statistics …………………………...………..…............................49

Table 4.5 Validity test result………...………………..…….....................................…..49

Table 4.6 Comparison Finding Original Research and Current Reserach.......................51

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 LIST OF FIGURES

Figure 1.1 Channel Used For Online Shopping.................................................................2

Figure 1.2 Asia Top Internet Countries ………………........…...……..............…………3

Figure 1.3 Internet Population Age ………………………………...................…………4

Figure 1.4 Product that people buy in an online shopping ……………………......……..7

Figure 2.1 Conceptual Model…………………………..............…………………….....26

Figure 4.1 Respondent gender.........................................................................................42

Figure 4.2 Customer age of respondents..........................................................................43

Figure 4.3 Area of Residence..........................................................................................44

Figure 4.4 Last education of respondent..........................................................................45

Figure 4.5 Occupation of respondent...............................................................................46

Figure 4.6 Website that respondent like to used online shopping ..…………...…..........47

Figure 4.7 Product that respondent buy............................................................................48

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