Citation:

Rista Nurdianasari, Shabira Maharani, Zelika Nidya Damarani. "The Role of Online Convenience in Enhancing Customer Satisfaction and Behavioral Intention" International Research Journal of Economics and Management Studies, Vol. 4, No. 5, pp. 267-276, 2025.

Abstract:

The study explores how online convenience affects online customer satisfaction and behavioral intention in Indonesian e-commerce. Specifically, four dimensions—access, evaluation, transaction, and possession—are analyzed. The research relies on primary data sources. Data was collected via purposive sampling from 158 respondents with data collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) through SmartPLS software. The findings indicate that all dimensions positively and significantly influence online satisfaction, which then leads to stronger behavioral intentions. The results also indicate an indirect relation between these four dimensions and behavioral intentions, and a direct relation between onlone consumer satisfaction and behavioral intentions. This study contributes by providing empirical validation of the importance of perceived convenience and highlights practical implications for e-commerce platforms aiming to optimize customer experience.

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Keywords:

Access Convenience, Behavioral Intention, Customer Satisfaction, E-Commerce, Evaluation Convenience, Online Shopping, Possession Convenience, Transaction Convenience.