How Flexible Time Increases Customer Visits: The Role of Shopping Enjoyment in e-Commerce Platforms
DOI:
https://doi.org/10.47747/fmiic.v1i3.3551Abstract
In the fast-paced digital era, time flexibility is an important factor influencing consumer behavior in online shopping. This study aims to determine the effect of time flexibility on shopping enjoyment and customer visits to e-commerce platforms. This study uses the Partial Least Squares Structural Equation Modeling approach and the SOR (Stimulus-Organism-Response) theory to explain the relationships among variables. Data were collected using a snowball sampling technique. The results show that time flexibility significantly increases shopping enjoyment and the frequency of customer visits to e-commerce sites. Users tend to use their free time flexibly to explore and search for products, which ultimately increases their engagement with the platform. In addition, a high preference for using mobile devices also strengthens the relationship between time flexibility and online shopping behavior. These findings recommend optimizing mobile features and personalizing the user experience to encourage increased shopping activity and sustained customer loyalty.
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