The Influence of the Website's Atmosphere on Online Consumer Behavior and Its Relationship to Flow: Case Study of Online Travel in Indonesia

In this decade, studies of website atmospherics and flow experiences have received much attention from researchers and are very broad. At present, there are still few fields of study that study the relationship between the atmosphere website and a flow experience. In this study aims to examine the factors that have an impact on website atmospherics and flow experiences that can affect consumer behavior (Enjoyment shopping, Intimacy, and Intention) in the use of online travel services websites in Indonesia. In the development of this study, using the stimulus-organism-response (S-O-R) framework as a theoretical basis, the findings of this study are expected to show that the design atmosphere in websites has a positive impact on improving the enjoyment shopping, Intimacy and Intention of purchases for online travel agents in Indonesia

The Effect of Social Media Influencer's Perceived Sincerity and Perceived Similarity on Consumers' Attitude and Purhcase Intention

As long as influencer's marketing runs through the social media and get paid on it, it raises many questions about the phenomenon whether those brands which are represented by the influencers are making attitude toward brand hence forward appeal purchase intention. While past studies have focused on influencer's credibility attributes such as trustworthiness and attractiveness, this study examines whether perceived sincerity of the influencers would positively impact how consumers form their attitude toward the endorsed brand. Not only that, this study also examines how perceived similarity (between consumers and influencers) would influence consumers' attitude. Using SEM-PLS, this study gathered data from 915 active social media users by survey. Findings show that consumer's attitude toward a brand can be formed by predicting influencer's trustworthiness, attractiveness, perceived sincerity and similarity.  Further, attitude is found to be strong predictor of purchase intention