User Experience as a Predictor of E-commerce Continuation Intention in Indonesia: Examining the Role of Shopping Orientation as a Moderator

Background: The integration of Stimulus-Organism-Response (SOR) framework and Technology Acceptance Model (TAM) is still in need of improvement, particularly in studies examining individual behavior in Indonesian e-commerce context. A common challenge in e-commerce adoption is individual willingness and intention to adopt, which is influenced by previous user experience. Consequently, there is a need for the establishment of standard to measure user experience in e-commerce. Objective: This study aims to measure the post-adoption experience of e-commerce user, which will shape attitude and influence future continuance intention (CI). Methods: This study integrated SOR and TAM frameworks, followed by the collection and analysis of data from 263 respondents using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Among the four hypotheses proposed, two represented novel contributions to the existing literature. Results: The results showed a positive and significant influence of Interaction Experience (IE), Sense Experience (SE), and Flow Experience (FE) on Attitude Toward Using (ATU). The data analysis also indicated a positive and significant effect of ATU on Continuance Intention (CI). However, the influence of ATU on CI became insignificant when moderated by Shopping Orientation (SO). Conclusion: Based on the results, not all hypotheses proposed in this study are supported. However, the results provide both theoretical and practical contributions.