Clicking with Confidence: Understanding Consumer Information Processing Using the Heuristic-Systematic Model in the Indonesian Context

Abstract

This study aims to examine the processing of advertising information by customers in the context of e-marketplaces, specifically regarding the influence of personalization, trust in recommendation product, flow experience, application design quality, and advertising value on advertising click behavior. Data collection in this study used a questionnaire designed using a Likert scale and then distributed to respondents using a purposive sampling technique. The respondent criteria in this study included customers who had shopping experience at one of the three largest e-marketplaces in Indonesia. Data analysis was conducted using the Structural Equation Modeling (SEM) method with a path analysis approach. Personalization, application design quality, and flow experience have a positive influence on advertising value. Meanwhile, trust in recommendation products have no influence on advertising value. In addition, advertising value has a positive influence on advertising click. This research contributes closely to information processing and the use of customer data as a strategy for mapping information that must be presented to customers in the context of digital advertising. This study provides suggestions for optimizing the interface design of platforms in e-marketplaces to facilitate information search, create accurate recommendation systems, and optimally utilize customer data to design personalized advertising, so that match their preferences or product search history.