Yevis Marty Oesman

The risk of virus contracting during the COVID-19 pandemic has changed consumer preference for online shopping to meet their daily needs than shopping in brick-and-mortar stores. Online shopping presents a different environment, atmosphere, and experience. The possibility of ethical violations is higher during online than face-to-face transactions. Therefore, this study was conducted to investigate the influence of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic, involving seven variables, namely perceived health risk, security, privacy, non-deception, reliability fulfillment, service recovery, and online shopping behavior. The data were collected through an online survey by employing the purposive sampling technique to a consumer who has shopped online during the COVID-19 pandemic in Indonesia. 315 valid responses were obtained and analyzed through quantitative method using SEM-Amos. The results showed that perceived health risk and four variables of online retail ethics including security, privacy, reliability fulfillment, and service recovery affected online shopping behavior. Meanwhile, non-deception was found to have an insignificant effect. The coefficient value proved perceived health risk to be more dominant in influencing online shopping behavior than the variables of online retail ethics. Thus, consumers pay more concern for their health during online shopping. However, positive consumer perceptions of the behavior of online retail websites in providing services also can encourage consumers to shop online during this pandemic.

For the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this study looked at the effect of the brand-consumer relationship on the experience of Korean beauty products in Indonesia. The research sample consisted of millennial female users. As a result, 255 valid responses were obtained. Using SEM Lisrel, the study revealed that all study hypotheses were accepted. All the variables had a significant influence on each other. Notably, brand commitment had the strongest impact, and it was significantly related to and contributed more to brand love. The contribution of this brand-consumer relationship stems from the fact that brand commitment is more consistent in achieving brand love than brand experience. Furthermore, it was found that brand experience is more subjective, resulting in irrational consumer behavior toward brand love.

The purpose of this study is to analyze Indonesian consumer hedonic values, extraversion, and online impulse buying, as well as to examine the influence of consumer hedonic values and extraversion personality on impulsive online buying. This study uses a quantitative research method that employs descriptive and associative tools. The primary data were gathered through social media surveys of Indonesian consumers who buy goods through e-commerce. Of the 440 respondents who received questionnaires, only 400 completed them accurately. According to the survey, at least 75% of respondents shop online regularly. The study’s findings describe three types of Indonesian online consumers: those with hedonic values, those with reasonably high extrovert personalities, and those prone to online impulse buying. Path analysis results indicate that both hedonic value and extraversion have a significant influence on online impulse buying. Hedonic consumers enjoy online shopping, and as a result, they discover items they had not previously considered purchasing without careful consideration. On the other hand, extroverted consumers who are outgoing, passionate, and pleasant in social situations are more likely to be interested in impulsive online buying. These results provide online business owners with necessary guidance by demonstrating the importance of developing a website that is not only informative but also visually appealing and engaging to trigger impulse buying.

Acknowledgment
This study was supported by a research grant from Universitas Padjadjaran, Indonesia.