Hedonic motivation and online purchase intention: the moderating role of gender

This research aims to determine the differences between men and women through the overall moderating role of gender between perceived usefulness, perceived ease of use, and hedonic motivation on online purchase intentions on five e-commerce sites in Indonesia. Primary data was obtained through the distribution of questionnaires via social media sites such as WhatsApp, Instagram, and X (formerly Twitter). Then the data obtained, namely 330 respondents, was processed using SMARTPLS 3.9 software. This research found that perceived usefulness and perceived ease of use did not significantly influence online purchase intention but did influence hedonic motivation. Furthermore, this study also found that hedonic motivation has an effect on online purchase intention. Perceived usefulness has a significant effect on online purchase intention through hedonic motivation, and perceived ease of use has a significant effect on online purchase intention through hedonic motivation. Gender moderates the effects of perceived ease of use and hedonic motivation but does not moderate perceived usefulness. A model that links the four variables with gender as a moderate in five e-commerce in Indonesia which generates interesting implications for academics and practitioners and can be further developed by further researchers.