The Influence of E-Commerce Features on Consumer Purchase Decision: A Study of Logistics Integration, Artificial Intelligence Integration, Gamification, and Social Commerce Elements
Downloads
The rapid growth of e-commerce in Indonesia has led to significant changes in consumer behavior, with features such as artificial intelligence (AI), social commerce, gamification, and logistics integration playing key roles in shaping purchasing decisions. Despite their extensive use, empirical evidence on the comparative impact of these features on consumer behavior remains limited. This study aims to evaluate the influence of these four features on consumer purchase decisions, platform traffic, and sales within the Indonesian e-commerce context. Using a quantitative approach, a survey was conducted with 260 respondents from the Jabodetabek region, focusing on their perceptions and usage patterns of e-commerce features. The research employed multiple linear regression analysis to examine the relationships between these features and consumer behavior. The findings indicate that social commerce has the strongest influence on purchase decisions, while gamification significantly impacts platform traffic and sales. Artificial intelligence and logistics integration also contribute positively, but to a lesser extent. The study provides actionable insights for e-commerce platforms to prioritize features that most effectively drive consumer engagement and loyalty. Practically, it suggests that platforms should focus on enhancing social commerce and logistics integration features for immediate improvements, while gamification and artificial intelligence can be further optimized for long-term growth. This research contributes to both theory and practice by extending the Stimulus–Organism–Response (S-O-R) framework and providing e-commerce professionals with strategies for feature optimization and user segmentation.
Ahmad, S. Z., Abu Bakar, A. R., Faziharudean, T. M., & Mohamad Zaki, K. A. (2014). An empirical study of factors affecting e-commerce adoption among small- and medium-sized enterprises in a developing country: Evidence from Malaysia. Information Technology for Development, 21(4), 555–572.
Alkudah, N. M., & Almomani, T. O. (2024). The integration of artificial intelligence techniques in e-commerce: Enhancing online shopping experience and personalization. Global Journal of Economics & Business, 14(6).
Areiqat, A. Y., Hamdan, A., Alheet, A. F., & Alareeni, B. (2021). Impact of artificial intelligence on e-commerce development. In The importance of new technologies and entrepreneurship in business development: In the context of economic diversity in developing countries (Vol. 195, pp. 571–578).
Attar, R. W., Almusharraf, A., Alfawaz, A., & Hajli, N. (2022). New trends in e-commerce research: Linking social commerce and sharing commerce: A systematic literature review. Sustainability, 14(23), 16024.
Bardelli, N., & Cavenaghi, P. (2024). Social sustainability in retail: Assessing the role of digital innovation in fostering accessibility and inclusion.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? A literature review of empirical studies on gamification. In Proceedings of the 47th Hawaii International Conference on System Sciences (pp. 3025–3034). IEEE. https://doi.org/10.1109/HICSS.2014.377
He, M., Pham Thi, T. D., Tran, H. M., & Duong, N. T. (2025). Consumers’ intentions to use online shopping apps: A comparative analysis. Acta Psychologica, 259, 105414.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259.
Huang, Y., & Suo, L. (2021). Factors affecting Chinese consumers’ impulse buying decision of live streaming e-commerce. Asian Social Science, 17(5), 16.
Jiang, Y., Shang, J., Liu, Y., & May, J. (2015). Redesigning promotion strategy for e-commerce competitiveness through pricing and recommendation. International Journal of Production Economics, 167, 257–270.
Liu, X., Wan, L. C., & Mattila, A. S. (2025). Virtual influencers going head-to-head with human influencers: The impact of influencer type on trust perceptions of endorsement. International Journal of Contemporary Hospitality Management, 37(5), 1574–1602.
Malhotra, G., & Kharub, M. (2025). Elevating logistics performance: Harnessing the power of artificial intelligence in e-commerce. The International Journal of Logistics Management, 36(1), 290–321.
Pallant, J. (2020). SPSS survival manual (7th ed.). McGraw-Hill Education.
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach. Telematics and Informatics, 34(5), 730–742.
Simões, M. G. (2024). Navigating the digital marketplace: Understanding how AI alters consumer behavior in e-commerce (Order No. 31790128). ProQuest One Academic.
Svatosova, V. (2020). The importance of online shopping behavior in the strategic management of e-commerce competitiveness. Journal of Competitiveness, 12(4), 143.
Tian, X., Yan, B., Zhou, X., & Yan, Y. (2025). Impact of logistics delivery performance on consumers’ future purchase behavior: Evidence from an e-commerce platform in China. Electronic Commerce Research and Applications, 72, 101509.
Xiang, H., Chau, K. Y., Iqbal, W., Irfan, M., & Dagar, V. (2022). Determinants of social commerce usage and online impulse purchase: Implications for business and digital revolution. Frontiers in Psychology, 13, 837042.
Yanchuk, V. M., Antoniuk, D. S., Tkachuk, A. G., Maestri, E., & Vizghalov, O. (2020). Integration of delivery services business cases for improvement of business and environmental sustainability of e-commerce solutions. In ICTERI Workshops (pp. 363–376).
Zia, S. M., Faheem, M., Raza, H., & Baig, S. (2024). Impact of contemporary logistics factors on customer satisfaction in e-commerce. International Journal of Trends and Innovations in Business & Social Sciences, 2(1), 38–49.
Copyright (c) 2026 Cetta Warastri Briliantoro
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
