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The Mediating Role of Cash on Delivery in the Relationship Between Facilitating Conditions and Hedonic Motivation on Consumer Behavioral Intention in E-Commerce Platforms

A Study on Student Users of Shopee

Authors

  • Angela Arlenci Seran

    University of Timor
    Author

  • Desmos R Manane

    University of Timor
    Author

  • Fredirikus Timo

    University of Timor
    Author

Keywords:

Facilitating Conditions, Behavioral Intention, E-commerce, Hedonic Motivation, Cash on Delivery

Abstract

This study aims to analyze the influence of facilitating conditions and hedonic motivation on consumer behavioral intention on the Shopee e-commerce platform. Specifically, this research examines the mediating role of the Cash on Delivery (COD) payment method in these relationships. This study employs a quantitative approach by distributing questionnaires to 140 Management students at the Faculty of Economics and Business, University of Timor, selected using a convenience sampling technique. The data were analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. The results indicate that: Facilitating conditions have a positive and significant effect on behavioral intention. Hedonic motivation has a positive and significant effect on behavioral intention. Facilitating conditions and hedonic motivation have a positive and significant effect on the adoption of the COD payment method. The COD payment method has a positive and significant effect on behavioral intention. The COD payment method significantly mediates (partial mediation) the relationship between facilitating conditions and behavioral intention, as well as the relationship between hedonic motivation and behavioral intention. The main conclusion of this study is that the ease of technical infrastructure and a pleasant shopping experience significantly encourage consumers to choose the COD payment method, which in turn strengthens their intention to transact again. These findings provide managerial implications for e-commerce platforms to optimize supporting features and user experience to enhance consumer loyalty through the preference for safe and convenient payment methods.

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References

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Published

2025-11-30

Issue

Vol. 1 No. 2 (2025)

Section

Articles

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Copyright (c) 2025 Angela Arlenci Seran, Desmos R Manane, Fredirikus Timo (Author)

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