Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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

Authors
Arga Al Amin1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: arga.amin@pln.co.id
Corresponding Author
Arga Al Amin
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_69How to use a DOI?
Keywords
Moment of Truth; User-Friendliness; Repeat Purchase Intentions; Eco-friendly Transformation; E-commerce
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_69How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Arga Al Amin
PY  - 2025
DA  - 2025/07/30
TI  - Eco-Friendly Digital Transformation: Effects of Moments of Truth and Usability on Repeat Purchases in Shopee
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 806
EP  - 815
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_69
DO  - 10.2991/978-94-6463-758-8_69
ID  - AlAmin2025
ER  -