Eco-Friendly Digital Transformation: Effects of Moments of Truth and Usability on Repeat Purchases in Shopee

Arga Al Amin ()
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Arga Al Amin: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 806-815 from Springer

Abstract: Abstract This study investigates the influence of Moment of Truth (MoT) and User-Friendliness (UF) on Repeat Purchase Intentions (RPI) within the context of eco-friendly digital transformation on Shopee, a leading e-commerce platform in Southeast Asia. Grounded in the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB), this research examines how critical touchpoints in the customer journey and the ease of platform use impact consumer intentions to make repeat purchases. A quantitative survey of 100 Shopee users was conducted to gather empirical data, revealing that both MoT and UF have a significant positive effect on RPI. Furthermore, the study highlights the role of eco-friendly initiatives in strengthening the relationship between MoT, UF, and RPI. Shopee is encouraged to continue integrating sustainability practices with user-friendly platform design to enhance customer loyalty and maintain competitive advantage in an increasingly eco-conscious market. This research contributes to the academic discourse on consumer behaviour in digital environments and offers practical insights for e-commerce platforms aiming to align with sustainability goals.

Keywords: Moment of Truth; User-Friendliness; Repeat Purchase Intentions; Eco-friendly Transformation; E-commerce (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_69

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DOI: 10.2991/978-94-6463-758-8_69

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