Unveiling The Contingent Role of Hedonic Value in Predicting The Purchase Intention E-commerce Shopping

his research was conducted to determine the impact of utilitarianivalue and effort expectancy towards purchaseiintention. In addition, our research also examined how hedonic value moderate utilitarian value. This research was a quantitative approach with using 150 respondents of Shopee's users. For outer and inner models were analyzed by SEM analysis using application of Smart-PLS 4th version. Our first finding reveals that utilitarian value has a significance value on purchase intention. Then, for effort expectancy also has a significance direct influence toward purchaseiintention. In accordance, hedonicivalue could significantly moderate the correlation between utilitarianivalue toward purchaseiintention. As a novelty, researcher used hedonicivalue as an alternative moderating variable that different from previous studies. These results also fulfilled the research gap between effort expectation and purchase intention in context of marketplace in Indonesia. From the result, researcher gave an advice that Shopee Corporation as the one of marketplace provider in Indonesia could improving their application especially on ease of usage and providing more benefits to all online users. Public trust could be easily gained if the corporate maximized this variable in terms of marketplace in digital era