Flexible Time to Enhance Shopping Need and Customer Visit on the Shopee Website

Dian Ratna Sari; Herning Indriastuti; Heni Rahayu Rahmawati

doi:10.55927/ijar.v4i7.15037

Authors

Dian Ratna Sari Mulawarman University
Herning Indriastuti Mulawarman University
Heni Rahayu Rahmawati Mulawarman University

DOI:

https://doi.org/10.55927/ijar.v4i7.15037

Keywords:

Flexible Time, Shopping Need, Customer Visit

Abstract

This study aims to analyze the effect of flexible time on shopping need and customer visit on the Shopee platform. Using a quantitative approach with SEM-PLS, the findings reveal that flexible time directly and indirectly influences customer visits through shopping need. The results support the Stimulus-Organism-Response (SOR) model in explaining digital consumer behavior. Flexible time enhances psychological comfort and internal motivation to shop and engage with the platform. The study implies that time-based marketing strategies in e-commerce are essential to boost user engagement and loyalty.

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