Role of Utilitarian Motivation on Social Media Shopping Behavior in Global Trade Era

Growth in the use of social media web very rapidly in Indonesia in recent years has been accompanied by widespread use of social media for trade deals known as online commerce transactions. Behavior in online transactions is different from the conventional trade and this has got a lot of attention and research on online shopping behavior at various places in different countries have been carried out. This study adopts the model of online shopping motivation, to get the shopping behavior in the online shopping community in terms of utilitarian motivation and Search Intention to Purchase Intention. This study focused on the female segment who are consumers of Woman Online Community Surabaya (WOSCA). Respondents were selected by random sampling technique using a Web application questionnaire. 112 respondents were obtained as a source for hypothesis testing. Validity and reliability tests showed that all indicator variables are valid and reliable. We used path analysis method to measure the influence of the dependent and independent variables. The results indicate that for consumer behavior in online transactions, purchase intention is significantly influenced by the utilitarian motivation and search intention variable. Cost savings, product variety and information availability variable have a significant influence on utilitarian motivation, while convenience variable do not have significant effect on utilitarian motivation. Furthermore utilitarian motivation variable have a significant influence on Search Intention. And utilitarian motivation and search intention variable influential significantly towards the Purchase Intention variable.