西南交通大学学报

第 57 卷 第 4 期 Vol. 57 No. 4
JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY Aug. 2022
2022 年 8 月

ISSN: 0258-2724 DOI：10.35741/issn.0258-2724.57.4.14

Research article

Economics

THE MEDIATING ROLE OF PERCEIVED VALUE BETWEEN PRODUCT

DESCRIPTION AND REPURCHASE INTENTION

感知价值在产品描述与购买意愿之间的中介作用

Edy Yulianto
Department of Business Administration, Faculty of Administrative Sciences, University Brawijaya
Malang, Indonesia, еdy_y_fia@ub.аc.id

Received: May 17, 2022 ▪ Reviewed: June 19, 2022

▪ Accepted: July 11, 2022 ▪ Published: August 29, 2022

This article is an open-access article distributed under the terms and conditions of the Creative Commons
Attribution Licence (http://creativecommons.org/licenses/by/4.0)

Abstract
This study investigates and explains the perspective of customer behavior based on the effect of the
product description causality on repurchase intention mediated by perceived value for customers who
shop online through e-commerce platforms. The quantitative approach used in this research is through
“the distribution of designed questionnaires to 228 respondents with the criteria of respondents having
made purchases on the e-commerce platform. We also analyzed the data using a partial least square which
tests the hypothesis and produces an inner model Based on the results it shows that the product
description has a positive and significant effect on cognitive and affective online customer experience and
perceived value. Additionally, the two dimensions of online customer experience also show positive and
significant results on perceived value. The mediating role of perceived value on customer satisfaction and
repurchase intention also shows the same. This is a novelty of this research, which is an important part of
providing customer satisfaction so that they are interested in repurchasing. The implications of the results
of this study can be seen that perceived value plays an important role in controlling customer behavior.
This study suggests that online shoppers to pay attention to product descriptions on e-commerce
platforms and provide adequate service values to maintain customer satisfaction and loyalty. This study
integrates several variables related to customer behavior, namely, product description as an initial
influence in deciding to buy a product and perceived value that plays a central role in customer
satisfaction and repurchase intention. Therefore, future research can add other variables to be developed
to increase satisfaction and repurchase.

Keywords: Product Description, Cognitive Experience, Affective Experience, Perceived Value, Customer
Satisfaction, Repurchase Intention, E-Commerce

摘要 本研究基于产品描述因果关系对通过电子商务平台在线购物的顾客的感知价值介导的再购买
 Yulianto. The Mediating Role of Perceived Value between Product Description and Repurchase Intention, Vol. 57 No. 4 Aug.
157
意愿的影响，调查和解释顾客行为的视角。本研究中使用的定量方法是“将设计的问卷分发给
228 名受访者，其标准是受访者在电子商务平台上进行过购买。我们还使用偏最小二乘法对数据
进行了分析，该方法检验了假设并产生了一个内部模型。根据结果表明，产品描述对认知和情感
在线客户体验和感知价值具有积极和显着的影响。此外，在线客户体验的两个维度在感知价值方
面也显示出积极而显着的结果。感知价值对顾客满意度和回购意愿的中介作用也表明了这一点。
这是本研究的一个新颖之处，它是提供顾客满意度以使他们对回购产生兴趣的重要部分。本研究
结果的含义可以看出，感知价值在控制客户行为中起着重要作用。本研究建议在线购物者关注电
子商务平台上的产品描述，并提供足够的服务价值来维持客户满意度和忠诚度。本研究整合了与
客户行为相关的几个变量，即作为决定购买产品的初始影响的产品描述和在客户满意度和再购买
意愿中起核心作用的感知价值。因此，未来的研究可以添加其他变量来提高满意度和再购买。
关键词: 产品描述、认知体验、情感体验、感知价值、客户满意度、回购意向、电子商务
I. INTRODUCTION
The existence of increasingly massive
technological advances has changed many
people’s activities, even in the organization class,
which makes the technology easier to operate out.
The advent of electronic commerce (E-
Commerce) started a global trade and operations
revolution, which has gradually developed into a
vital trading model [1]-[2]. Because of the
massive growth in e-commerce technology, the
number of online stores has grown exponentially
[3]-[4]. In the Deloitte Indonesia Perspectives
report on the market potential and adoption of e-
commerce in Indonesia compared to ASEAN
countries, Indonesia is the largest country with a
potential market with almost 50 percent of the
total market [5]. This indicates that customer
behavior in purchasing goods has shifted from
offline to online shopping. According to [6], in
the era of the COVID-19 pandemic, customers
really avoided shopping offline by coming
directly to the store and there was an increase in
changes in market behavior that had shifted to
online shopping.
However, with the growing market and
supported by increasing users of digital
technology that is directly accessed via
smartphones, more than half of the Indonesians
already have smartphones [7]. Meanwhile, in
2020 alone, the value of the Indonesians’s online
shopping transactions has increased by 266.3
trillion rupiah compared to 2019, which reached
205.5 trillion rupiah [8]. Understanding customer
behavior in e-commerce adoption can be a
powerful tool to help decision-makers develop
superior strategies to compete in the digital era
and recognize changing customer behavior [9], so
customer behavior is an interesting topic to study.
2022
E-commerce platforms are booming in
various countries, it is important to understand
the factors that can motivate consumer purchases
on these e-commerce platforms. Even now, many
studies have investigated the factors that can
influence customers to switch to online shopping.
In doing online shopping on e-commerce,
customers usually express different levels of
attention to products, online stores, and
advertisements on e-commerce platforms [10]-
[11]. In such circumstances, attracting the
attention of consumers to pay attention to the
product and encouraging their purchase intention
become are important issues for sellers [12]. In
other words, the product on the e-commerce
platform must contain an explanation of the
description of a product so that customers can
clearly understand the product to be purchased.
Through product descriptions, several studies
have explained that information on a product that
is on an e-commerce platform can increase
interest before making a purchase intention [11],
[13]-[14]. With that, the product description
serves as a bridge between buyers and sellers
who meet each other and will conduct
transactions in e-commerce, which has an
important impact for both of them who are in
various regions [2], [15]. Many customers will
certainly pay close attention to the information
provided by online sellers and can even
determine the quality of a product. This is a
special concern for customers because it will
determine the suitability of the product they are
looking for and can increase customer trust in the
seller [16]. According to [17], the information
contained in a product is critical described by the
seller because it can affect the cognitive and
affective aspects of the customer. Then from that,

the customer can determine which product is
suitable for latter, there will be an intention to
buy the product. Special attention to product
descriptions of customers because there are also
many similar products from various online stores
in e-commerce.
Despite extensive research on the
relationships between customer repurchase and
satisfaction, these constructs appear complex and
multidimensional, and are, therefore, not well
understood by many. Consumer satisfaction and
repurchase intention are among the most
researched concepts in academia and among the
most important constructs in practice today.
Repurchase and consumer satisfaction have a
powerful impact on firms’ performance by
providing a competitive advantage, numerous
loyal consumers and increasing customer
satisfaction. Establishing a direct link between
repurchase and satisfaction ratings has not been
easy for many organizations, and some
researchers have demonstrated that this link can
be weak. Customers may indicate that they are
satisfied, but they purchase goods and services
elsewhere. The intention refers to an individual’s
judgment about buying again designated service
or product from the same company or seller,
considering his or her current situation and
similar circumstances. Organizations try offering
the best possible to their customers to retain them
and create positive repurchase intentions in the
future. Satisfaction refers to the degree of overall
pleasure or contentment felt by the customer,
resulting from the ability of to fulfill the
consumer’s desires, expectations and needs in
relation to the while repurchase.
The study of literature on online customer
experience, although conceptually is still
relatively new [18]-[19], and there is no concise
framework or holistic understanding, recognized
in customer behavior. However, by definition,
experiences by various researchers are referred to
as consumer responses to their interactions with
brands [20]-[21]. However, this understanding
perspective may reflect a different method for
defining the online customer experience for
online transactions and purchasing activities [4].
Based on this, online shop owners must provide
adequate services (such as product descriptions
and responsiveness) to be able to influence
customers’ cognitive side. With that, the internet
as a sales channel, and online sellers are now
trying to take advantage of this accessibility and
identify value creation for product differentiation
[22]. Thus, perceived value can be a determining
factor even to attract online customers to buy
products at online stores [23]-[24]. Online
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shoppers must understand these factors as a
competitive strategy and achieve a competitive
advantage because it explores customer
willingness to use mobile internet from a value
optimization perspective in making online
product purchases [3]. Additionally, to determine
and assess customer satisfaction, it is also seen
from the suitability of the desired value [25]. This
value can be understood on the basis of
experience in making purchases and product
suitability from the description on the online
store platform. From this, it will also shape
customer intentions in making repeat purchases
or not [4], [26]-[27]. Hence, perceived value is a
major factor and a central role from the
psychology side of online buyers today [3], [22].
It is on this basis that this research investigates
the behavior of online customers in Indonesia,
with the largest market share in Southeast Asia.
II. LITERATURE REVIEW
A. Product Description
Product description, which can be a brief
explanation of information on an online product
that is used by marketers to help consumers
evaluate a product and make purchasing
decisions [28]. While the importance of online
reviews is widely recognized, several studies
have examined whether and how online reviews
can encourage consumers to develop online
impulse buying behavior. Therefore, before
making a shopping decision, many consumers
prefer to have access to online reviews to check
what other consumers think about an online store,
product, or service [29]-[30]. Information on an
online product has encouraged and formed the
emotional side of customers to decide to buy
impulsively [31]. Through product descriptions
available on online shopping, it can shape
customers’ emotions in responses when they see
the various attached products before making an
online purchase [2], [32].
Thus, the cognitive side can be influenced by
the availability of information from an online
product that will direct customers during
navigation [22], [33]. While the affective side
will respond in terms of feeling, mood, and
emotion [22]. This is what academics mean by
involving customers in the value creation of an
online product. Meanwhile, cognitive and
affective cannot be separated to form a positive
customer experience. According to [22], what is
referred to as online customer experience is an
internal and subjective response that customers
must direct or indirect contact with the company.
Considering the relevance of the customer
 Yulianto. The Mediating Role of Perceived Value between Product Description and Repurchase Intention, Vol. 57 No. 4 Aug.
159
experience, which is formed through the
perception of various touchpoints along the
customer journey [34], in the sense that product
information (product description) enters the
customer journey in finding the right product on
the e-commerce platform. Therefore, in this study
to design a hypothesis based on some of the
existing literature as follows:
H1a: Product Description has a positive and
significant effect on Cognitive Online Customer
Experience.
H1b: Product Description has a positive and
significant effect on the Affective Online
Customer Experience.
H2: Product Description has a positive and
significant effect on Perceived Value.
B. Online Customer Experiences
The discussion on customer experience is a
fundamental component of customer behavior,
which involves the customer journey [34]. Even
retailers provide customer experience and value
as a strategic step to compete in e-markets [35]-
[37]. With it, online customers who have
accessed and made purchases have had
experiences that are tailored to their perceived
value. The suitability of these values will be able
to assess the customer experience both in terms
of cognitive and affective. Of course, with the
availability of value provided by retailers to
customers, evaluations can be made which have
been discussed in various marketing strategy
literature [24], [25], [38]. Referring to the usage
theory, customers perceive the brand value of
various cues [12], [39], and these cues can be felt
after getting an experience with the customer.
Additionally, several characteristics of online
shopping, such as the level of interactivity, two-
way communication, flexibility to display
product choices and the richness of customer
behavioral data, affect the online shopping
experience [24], [40]. This has led to the
emergence of studies, focusing on the importance
of online customer experience [41]-[42].
Therefore, the level of perceived customer
experience can affect customer perceptions of
product value [41], [43]. As stated by [44],
customer experiences convey cues to customers,
such as social benefit and quality cues, which
lead to increased customer value perceptions.
Based on this, this study designed the following
hypotheses:
H3a: Cognitive Online Customer Experience
has a positive and significant effect on Perceived
Value.
H3b: Affective Online Customer Experience
has a positive and significant effect on Perceived
2022
Value.
C. Perceived Value as Mediating
Recently, perceived value has attracted
considerable attention as an important construct
in predicting consumer buying behavior [45].
When customers contemplate a possible purchase,
the tradeoffs they feel generally include relevant
past perceptions of the buying experience. Thus,
from the perceived value that exists and is
obtained after making a purchase, the customer
already has experience. In the context of
shopping, [36] list price, service quality, and
product quality as the three main drivers of
customer-perceived value. Other researchers
found that customer-perceived value can be
influenced by other monetary and non-monetary
factors, namely rational, emotional, social and
psychological factors, such as the shopping
environment of the store [46] and the risks
inherent in purchasing [47].
The conventional wisdom is that perceived
value is subject to consumption experience and
therefore, many measurement scales for
perceived value are transaction-based. Perceived
value is a well-established multi-dimensional
construct with a strong theoretical foundation
[23], [48]. From this perspective, perceived value
plays a central role in satisfaction as well as for
repurchase. Furthermore, hedonic and utilitarian
values are important outcomes that influence
consumer decisions in the future through
feedback loops in the consumer decision process
[12]. When the perceived value fit required to
obtain a product or service exceeds the
customer’s tolerance, the value of the product or
service increases, thereby affecting the
customer’s willingness to make a purchase [49].
Similar empirical results have supported such a
perspective by showing that perceived value
leads to repurchase intention [23], [39], [44].
Indeed, online shoppers develop repurchase
intentions toward online shopping platforms if
they can provide high utilitarian and hedonic
values that will affect the level of satisfaction.
Thus, in this study, the following hypotheses are
designed:
H4: Perceived Value has a positive and
significant effect on E-Satisfaction.
H5: Perceived Value has a positive and
significant effect on Repurchase Intention.
H6: Perceived Value mediates the effect of
Cognitive Online Customer Experience on E-
Satisfaction.
H7: Perceived Value mediates the effect of
affective online customer experience on
repurchase intention.

D. E-Customer Satisfaction
Previous studies that have discussed online
customer experience have identified satisfaction
and loyalty intentions because of online customer
experience [46], [50]. The online customer
experience literature shows that repurchase
intention is a behavioral result of the shopping
experience, which emphasizes the importance of
experience for customer loyalty [3]. Customer
psychologists and brand marketers often
emphasize the importance of customers
developing strong, meaningful, and emotional
relationships with brands [51], which can lead to
product use experiences to express customer
satisfaction [52]. With that, physical contact with
the product can be a major source of information
for consumers, especially before making a
purchase decision. These contacts may prove
important for weighing alternatives, setting
preferences, and making choices [53]-[54]. In
accordance with previous research, it is argued
that customers who are satisfied with the
company are more likely to engage in intending
to make repeat purchases [55].
Regarding the relationship between
satisfaction and customer participation behaviors
such as civic virtue and co-creation, the literature
provides theoretical reasons for these positive
and negative relationships [56]. Customers will
be motivated to reciprocate favorable treatment
through the company with useful suggestions and
ideas to improve existing products and services
that are beneficial to customers [57]. However,
research on customer-complaining behavior
would imply that customer satisfaction is
negatively related to participatory behavior, as
more dissatisfied customers will be more likely to
relieve their dissatisfaction through providing
improvement suggestions and will also have
more ideas about how the company can improve
its products or services [58]-[60]. However, this
does not mean that the involvement of the
customer will affect the repurchase, because the
customer will consider his intention to repurchase.
This is the design of this research hypothesis was
as follows:
H8: E-Satisfaction has a positive and
significant effect on Repurchase Intention.
III. RESEARCH METHODOLOGY
This study uses a quantitative approach
through distributing questionnaires to customers
of e-commerce on the largest platforms in
Indonesia, such as Shopee, with a total sample of
228 e-customerce. Shopee provides access
services to all regions of Indonesia through free
160
shipping offers. There is no doubt that the
ownership of a more advanced technology
infrastructure and business model design may be
able to occupy the top e-commerce position in
Indonesia, which incidentally has the largest
market share in Southeast Asia [5]. Based on this
interest, this research designs a construct model
by integrating several variables and then
distributed the questionnaire to customers who
have made purchases at Shopee. Therefore, this
study adopted purposive sampling with the
provisions and criteria that have been determined
as the research sample. As stated by [61],
purposive sampling has criteria to be met which
not all samples can be taken,; so it is more
specific to certain samples. The distribution of
the questionnaires, which had taken more than
two months had successfully collected the
aforementioned sample.
Figure 1. Model of the research and hypothesis
This research has succeeded in collecting
samples from various regions of Indonesia, which
are not only centered in one area, namely the
cities of Surabaya, Jakarta, Malang, Bandung,
Medan, and Makassar, whose data will be
attached in the section below. This study also
uses statistical analysis where PLS-SEM is a
causal modeling approach aimed at maximizing
the explained variance of the dependent latent
constructs. It is a potent statistical tool because it
can be applied to all data scales, does not require
many assumptions, and confirms relationships
that do not yet have a strong theoretical
foundation [62]. Not only that but PLS is also
used to develop or construct hypotheses, predict
complex situations, and is a feature that
facilitates multivariate data analysis; it differs
with previous SEM based on proof of theory with
parametric assumptions that must be met [62].
The questionnaire was designed based on
previous research in similar contexts and adopted
the measures of the construct. For instance,
product description was measured from three
items that were developed by [63]. Online
customer experience, which is between cognitive
(two items) and affective (eight items), is
measured based on [64]. While perceived value
was measured from four items developed by [45].
Other than that, e-customer satisfaction in this
study was measured from four items developed
 Yulianto. The Mediating Role of Perceived Value between Product Description and Repurchase Intention, Vol. 57 No. 4 Aug.
2022
161
by [65]. Finally, repurchase intention was This study also measures the validity and
measured from four items developed by [65]. All reliability assumptions, which are the basis for
the adapted items were measured on a Likert the feasibility and validity of the data in the
scale ranging from strongly disagree to strongly quantitative approach, through PLS-SEM which
agree. is used to confirm these assumptions. According
to [62], the use of PLS-SEM is recommended
IV. RESULTS because composite reliability and Cronbach’s
This study presents demographic data (see greatly determine reliability,’ all items must be
Table 1) as many as 228 online-purchasing greater than 0.70.
customers who are used as respondents, which Table 1.
shows that female respondents are the most Respondents’ profile
dominant (n = 27, 55.7%) and male (n = 101,
Demographics Category Frequency Percentage
44.3 %). Of all respondents also gave statements (%)
about "buying online shopping" to see the Gender Male 101 44.3
amount of money spent on e-commerce platforms, Female 127 55.7
Spend money < 500.000 idr 48 21
which showed that the most dominant was in the on online 500.001 rupiah 88 38.6
nominal range of 500,001 rupiah to 1,000,000 (n shopping to 1.000.000 idr
= 88, 38.6%) and at most the fewest spent 1000.001 to 51 22.4
2.000.000 idr
nominal expenditures of the more than three 2.000.001 to 25 11
million rupiah (n=16.7%). For more detailed 3.000.000 idr
descriptive statistics of this study complete >3.000.001 16 7
survey data are shown in Table 1.

Table 2.
Variable construct measurement
Variable Item Mean Standard Cronbach’s Composite Average
Deviation α Reliability variance
extracted (AVE)
Product Description PD1 4.421 0.950
PD2 4.079 0.850
PD3 3.846 0.648
4.115 0.798 0.882 0.714
Cognitive Experience CE1 4.439 0.869
CE2 4.254 0.705
4.346 0.771 0.897 0.814
Affective Experience AE1 4.478 0.803
AE2 4.224 0.748
AE3 4.268 0.786
AE4 4.202 0.791
AE5 4.079 0.696
AE6 4.053 0.717
AE7 4.202 0.855
AE8 4.123 0.780
4.203 0.940 0.951 0.708
Perceived Value PV1 3.921 0.644
PV2 4.439 0.778
PV3 4.386 0.838
PV4 4.430 0.848
4.296 0.885 0.924 0.757
Customer Satisfaction CS1 4.039 0.709
CS2 4.118 0.725
CS3 4.193 0.736
CS4 4.088 0.801
4.109 0.869 0.911 0.718
Repurchase Intention RI1 3.912 0.601
RI2 3.952 0.650
RI3 4.075 0.907
RI4 4.009 0.749
3.987 0.793 0.866 0.620

Therefore, this research data has been processed and shows that all variables have a
 162

high-composite reliability value of more than 0.8:
Product Description (0.882), Cognitive
Experience (0.897), Affective Experience (0.951),
Perceived Value (0.924), Customer E -
Satisfaction (0.911), and Repurchase Intention
(0.866). Furthermore, Cronbach’s for all
variables has a value of more than 0.7: product
description (0.798), Cognitive Experience (0.771),
Affective Experience (0.940), Perceived Value
(0.885), customer e-satisfaction (0.869), and
Repurchase Intention (0.793).
Thus, all these values are considered
acceptable and ensure adequate reliability.
However, this study must also ensure the validity
of showing that a set of indicators represent the
same basic construct, which can be demonstrated
through its dimensional units. The validity of the
discriminant variable is proven by calculating the
average extraction value (AVE) and the values
obtained between variables [66]. In this study, it
can be seen that the overall AVE value variable is
greater than 0.6: Product Description (0.714),
Cognitive Experience (0.814), Affective
Experience (0.708), Perceived Value (0.757),
Customer E-Satisfaction (0.718), and Repurchase
Intention (0.620). AVE is a measure of
communality for each latent variable and shows
adequate results because all variants show exhibit
values above 0.5 each. Thus, the measurement of
the construct of this study is strongly indicated
(Table 2).
This study performed a bootstrap analysis
with PLS-SEM and tested seven relevant
hypotheses. Thus, it is possible to determine the
model-fit and path coefficients as quantities used
to determine the overall relationship effect in the
model. The partial sequential model was
determined to run the statistical analysis.
Therefore, the first hypothesis, the effect of
Product Description on Cognitive Online
Customer Experience and produces a coefficient
of determination (R²) of 0.301. Based on these
results, the relationship between Product
Description and Cognitive Online Customer
Experience has a positive and significant effect
(ß=0.549; p-value <0.05) so that H1 is accepted.
The second hypothesis, which is tested is the
relationship between Product Description and
Affective Online Customer Experience, which
shows positive and significant results (ß=0.640;
p-value<0.05) so that H2 is accepted.
Furthermore, in the third hypothesis, the
relationship between Product Description and
Perceived Value shows a positive and significant
relationship (ß = 0.241; p-value <0.05) so that H3
is accepted. Additionally, in the fourth hypothesis,
the relationship between Cognitive Online
Customer Experience and Perceived Value shows
a positive and significant relationship (ß = 0.168;
p-value <0.05) so that H4 is accepted.
Table 3 presents the implications in greater
detail and entirety which will also be discussed
later, including the role of mediation. The direct
relationship between Affective Online Customer
Experience and Perceived Value shows positive
and significant results (ß= 0.419; p-value <0.05)
so H5 is accepted (Figure 2). Then, in the sixth
hypothesis, the relationship between Perceived
Value and Customer E-Satisfaction shows
positive and significant results (ß = 782; p-value
<0.05), then H6 is accepted. In the seventh
hypothesis, namely the relationship between
Perceived Value and Revisit Intention, it shows
positive and significant results (ß=0.248; p-
value<0.05), with this H7 is accepted.

Table 3.
Hypothesis testing
Variable Direct Effect (ß) Indirect Effect (ß) T-Score Probability Conclusion
PD  COCE 0.549 6.389 0.000 Accepted
PD  AOCE 0.640 7.961 0.000 Accepted
PD  PV 0.241 3.889 0.000 Accepted
COCE  PV 0.168 2.168 0.031 Accepted
AOCE  PV 0.419 4.969 0.000 Accepted
PV  C-ES 0.682 10.851 0.000 Accepted
PV  RI 0.248 4.819 0.000 Accepted
C-ES  RI 0.654 13.138 0.000 Accepted
PD  COCE  PV 0.092 2.178 0.030 Accepted
PD  AOCE  PV 0.268 4.218 0.000 Accepted
PD  PV  C-ES 0.164 3.786 0.000 Accepted
COCE  PV  C-ES 0.115 2.172 0.030 Accepted
AOCE  PV  C-ES 0.286 3.975 0.000 Accepted
PV  C-ES  RI 0.446 8.453 0.000 Accepted
Notes: N = 228; R² = PV (0.556); COCE (0.301); AOCE (0.410); C-ES (0.465); RI (0.711); * Sig. p-value < 0.10; **Sig. p-
value<0.05; ***Sig. p-value<0.01
 Yulianto. The Mediating Role of Perceived Value between Product Description and Repurchase Intention, Vol. 57 No. 4 Aug.
163
Figure 2. Outer model
The last hypothesis, namely the eight
relationships between Customer E-Satisfaction
and Revisit Intention showed positive and
significant results (ß=0.654; p-value <0.05), with
this H8 accepted. This study also provides test
results for the mediating role of Cognitive Online
Customer Experience, Affective Online
Customer Experience, Perceived Value and
Customer E-Satisfaction. In each result of testing
the hypothesis, all of them showed positive and
significant results (p-value <0.05).
V. DISCUSSION
In this study, the emphasis is on controlling
the shift in purchasing behavior in online
shopping, which also adds insight into the
customer behavior journey as a confirmation of
[34] with touchpoints explaned. Additionally, this
study also links product description as one of the
psychological mechanisms of customers to
encourage repurchase intentions [50]. Based on
the results of the analysis above, this study
constructs a model that underlies the shift in
customer behavior, which is then linked to the
related literature to explain the causality
relationship theoretically. Of the hypotheses
designed, it has been shown that it is accepted in
the sense that it has positive and significant
results in terms of causality. The findings in this
study explain that a series of variable relationship
paths have been able to explain the factors that
influence customer behavior in the use of online
shopping, as has been validated by previous
studies [2], [22], [50], [57], [59].
Referring to the results of testing the first
hypothesis, it can have implications for the
existence of a product description that can
2022
influence the online customer experience. It is
necessary to realize that the suitability of the
information provided by online sellers on e-
commerce platforms, before the customer makes
a purchase for the first time, will impact the
cognitive and affective experiences [50]. The
suitability of the information and after
experiencing the purchase experience can foster
trust from the information provided [12]. Of
course, product information can have a binding
influence on the online customer experience after
making a purchase. Another correlation can be
understood that product descriptions increase
repurchase intentions and even though they have
not had experience, which means that through
product descriptions they can also grow purchase
intentions [22], [33], [67]. As confirmed by [31],
attributes on e-commerce platforms, such as
appropriate information, visual appeal, and ease
of use of the site, affect consumers’ emotions and
personality in triggering impulsive online
shopping decisions. With that, online customers
pay close attention to product descriptions before
deciding which products to buy in online stores.
Customers sort information from various
existing online stores because they think it is an
important initial determination of customer trust,
apart from the image of the e-commerce platform
[30], [68]. Meanwhile, through information from
a product, consumers can imagine the need for
the product and thereby stimulate the experience,
while customers do not necessarily have a
shopping goal after [29]. Regarding the product
description, it has also investigated whether it
affects customer-perceived value has been
confirmed in this study. The second hypothesis
has shown that the product description has a

positive and significant effect on the perceived
value of online customers in Indonesia. These
results seem to indicate that the impact of
perceived value is more complex and can be
controlled by various factors. This indicates that
the higher the quality of the product description
can increase the potential value of the product
and increase the relationship between the product
and the consumer to a certain extent [22]. Such
potential value is conducive to promoting
consumer engagement in the product and making
consumers move from product abandonment to
cognitive self-identification [22], [33].
Moreover, high-enduring engagement with
products is associated with centrally held values
in studying consumer behavior [11]. On e-
commerce platforms, high-quality product
descriptions can cause consumers to resonate
with the platform. This resonance will gradually
change consumers’ thoughts, feelings, and
psychology about the platform, resulting in a
higher perceived value [30]. Thus, it is
sustainable toward the online customer
experience, which can significantly influence and
directly answer the third hypothesis. This
suggests and the motivation to repurchase a
product on an e-commerce platform is more
likely to be driven by experience and perceived
value. This influence can also be transmitted by
other factors such as beliefs or perceptions of
value, even though it is based on that experience
as well [2], [28]. However, it is actually difficult
to have a major impact solely by relying on the
product description itself, although several
studies have proven validly that product
descriptions affect perceived value and
purchasing experience [11], [30], [50], [68].
However, the perceived value that is at the center
of customer behavior, however it can be tested
after gaining experience, has become an
important factor in encouraging satisfaction and
intention to repurchase online products [54], [69].
Therefore, the suitability of the perceived and
expected value affects satisfaction and the
repurchase intention. Additionally, it can mediate
between online customer experience and
satisfaction and repurchase intention. When all
good products and services provide value to their
users. Therefore, e-commerce is considered a
platform that provides many benefits with the
availability of products, will be motivated to
make repeat purchases [67]. However, it depends
on the level of satisfaction from customers [46].
Moreover, there is a discrepancy in the perceived
value expectations of a product purchased, has a
negative impact on the emotions and feelings of
customers [57]. Therefore, it often happens that
164
various customers are reluctant to repurchase the
product at the same online store. However, in
contrast, even exceeding expectations from what
is expected, customers have high satisfaction [3],
[35], [59], so that the online store will stick in the
minds of customers who will later buy it again
[24]. Or even more customers will recommend to
their closest friends and maybe their families to
buy a certain product at the online store [56].
This customer behavior is currently a major
concern for academics and practitioners
regarding the perceived value of satisfaction [27],
[45]. This is academics and practitioners have
been convinced by the satisfaction with the
suitability of values, providing continuity of
customers in buying a product. As stated by [39],
satisfaction will lead to customer loyalty in
making purchases. Meanwhile, as confirmed by
[70], perceived value is the main performance of
customers in buying products on online platforms.
These benchmarks are of great concern to control
satisfaction and repurchase intention.
Likewise, satisfaction and repurchase
intentions have been highlighted by various
academics in online purchases on e-commerce
platforms. The results of this study have proven
that satisfaction has a positive and significant
effect on repurchase intention, the same results
have been validated by [56] on online buying
behavior in Indonesia. As emphasized by [71],
customer satisfaction is the key to buying
behavior in the future. Therefore, customers who
are satisfied with the services provided by service
providers will increase their level of use and use
intentions in the future [35]. Customer
satisfaction and repurchase intention can be
increased by offering superior service quality.
This is certainly a competitive strategy that does
not only rely on product quality, but also so far
online stores offer superior products [29], [53].
Undoubtedly, it needs to be accompanied by the
branding of the product, so that online stores
really need to be careful in offering a product.
Customer satisfaction is essential, being ignored
will result in the product not being chosen by the
customer [51], [55]. Even though it is the same
product on the e-commerce platform, online
stores have very tight competition. Dissatisfied
customers will do reviews on social media, which
currently have many cases of disappointment in
making online purchases [23]. This affects the
image of the brand or online store in their
willingness to provide quality services [58], [60].
Because service quality is also a factor
influencing future satisfaction whether customers
make repeat purchases in the future [56].
 Yulianto. The Mediating Role of Perceived Value between Product Description and Repurchase Intention, Vol. 57 No. 4 Aug.
165
VI. CONCLUSIONS
This study configures several variables that
explain customer behavior that has developed
currently which has discussed e-markets and e-
commerce. This research was conducted based on
the phenomenon in Indonesia that incidentally
becomes the largest market share in Southeast
Asia. However, in Indonesia, e-commerce giants
have also grown up to competing with each other
and showing off by conducting various
appropriate strategies to capture market share.
Accompanied by a shift in the purchasing
behavior of customers who have started to avoid
shopping offline and the Indonesians from year to
year have increased in the use of smartphones
and the internet. Therefore, this research was
conducted by integrating several variables, such
as product description, online customer
experience, perceived value, satisfaction, and
repurchase intention, this is the main finding of
this study a novelty of this research. The results
of this study have shown that all hypotheses can
be accepted in the sense that the clauses designed
have answered the hypothesis, which is positive
and significant.
However, this research is still considered to
have shortcomings so that further research can be
carried out by other studies, where this study only
analyzes the effect of product description on
repurchase intention through the mediating role
of perceived value from the perspective of online
customer experience and satisfaction. Meanwhile,
causality analysis can be carried out from another
perspective, which according to this research can
be a further suggestion, namely the need to add
variables of perceived risk and benefits using an
e-commerce platform, or maybe even a
comparative study between developing and
developed countries that will later be able to see
their respective technological infrastructure
countries. The rest, further research can also be
conducted based on these considerations.
Based on the study above, we recommend
that: 1) Quality goods should be produced to
satisfy or even exceed the ever for changing
needs; 2) Since satisfaction is linked to
repurchase intentions, business organizations
should focus more on consumer satisfaction than
sales volume, because consumers and customers
are the lifeblood that keeps the business; 3)
Perceived value is to increase cognitive online
customer experience and affective online
customer experience so that it can contribute to e-
satisfaction and repurchase intention; and 4)
Business organizations should be able to create,
build, and sustain a long-run relationship with
customers in order to profitability.
2022
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