Online Customer Experience, Service Quality, Emotional Psychology, Garments and Clothing Industry, Indonesia


This research study tried to examine the Indonesian customer’s online buying experience by considering the service quality of Indonesia's online garments and clothing industry along-with the mediating effect of customer’s emotional psychology as well as the moderating role demographic features of customer like age and marital status. The population includes all garments and clothing brands giving online purchase service to their customer. We randomly shared an online self-administrative questionnaire to 600 Indonesian customers who had purchased garments and clothing through different online platforms over the last 3 months and then only got 523 valid responses. We applied Structural Equation Modeling (SEM) method and estimated using SPSS and Smart-PLS. Our results revealed that the customer online buying is strongly augmented by web-based as well as customer-based characteristics of service quality of online garments and clothing stores. The demographic factors like age and marital status did not significant at all but influenced the customer’s online buying decision. All demographic effect reports weak support for enhancing online buying by customers. The mediation effect of emotional psychology in the form of positive and negative psychology enhancing the online buying decision of customers in Indonesia. The management and policymakers of garments and clothing stores offering online services are advised to consider the web-based and customer-based factors coupled with customer’s emotional psychology to improve the buying experience of online customers. The demographic factors like gender, age, and income level of customers did not matter for policymaking.

Author Biographies

Muhammad Iqbal, Department of Industrial Engineering, Institut Teknologi Sumatera, Lampung, Indonesia.

Muhammad Iqbal is a lecturer in Department of Industrial Engineering, Institut Teknologi Sumatera, Lampung, Indonesia. His Research interests are Applied Econometrics, Knowledge Management, Human Resources Management, Strategic Management, Prerformance Management, Sustainable Development, and Optimization.

Sunarti Sunarti, School of Economic, Finance and Banking, College of Business, Universiti Utara Malaysia, Sintok, Kedah Darul Aman, Malaysia

Sunarti is a postgraduate student at School of Economics, Finance and Banking, College of Business, Universiti Utara Malaysia, Sintok, Kedah Darul Aman, Malaysia. Her research interests are Applied Econometrics, Strategic Management, Finance and Banking, Macroeconomics, Marketing and Business, and Sustainable Economic Development.

Fandy Valentino, Department of Industrial Engineering, Institut Teknologi Sumatera, Lampung, Indonesia.

Fandy Valentino is a lecturer at Industrial Engineering, Institut Teknologi Sumatera, Lampung, Indonesia. His Research interests are Human Factor Ergonomics and Industrial Statistics.

Rizqi Wahyudi, Department of Industrial Engineering, Institut Teknologi Sumatera, Lampung, Indonesia.

Rizqi Wahyudi is a lecturer at Department of Industrial Engineering, Institut Teknologi Sumatera, Lampung, Indonesia. His research interests are Product Design, Ergonomics, System Operation and Production, Manufacturing, as well as Occupational Health and Safety.


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