Enhancing Digital User Experience: How Website Atmospheric Affects E-Commerce Revisit Intention

The study addresses an important issue to e- commerce: how to maintain customers’ engagement and encourage repeat visits to online shopping sites. We investigate the impact of hedonic (emotional and experiential) and utilitarian (functional and task-oriented) shopping values on user’s intention to revisit e-commerce websites, mediated by website atmospheric cues, i.e. informativeness, entertainment, responsiveness. The researchers collected 200 samples of Indonesian online shoppers by using purposive sampling and analyzed using PLS-SEM. The result indicates that hedonic values significantly influence the three cues of the website, and utilitarian values affect informativeness and responsiveness. Most notably, only website responsiveness influences revisit intention significantly, highlighting the importance of responsive technological performance for user stickiness. This result provides implications for implementing e-commerce websites to improve User Experience (UX) through specific technology innovations