Title: The influence of website design on customer online trust and perceived risk towards purchase intention: a case of O2O commerce in Indonesia

Authors: Anggraeni Permatasari; Mayci Kartikowati

Addresses: President University, Jalan Ki HajarDewantara, Kota Jababeka, Cikarang Baru, Bekasi 17550, Indonesia ' President University, Jalan Ki HajarDewantara, Kota Jababeka, Cikarang Baru, Bekasi 17550, Indonesia

Abstract: PT. XYZ is the first example of e-commerce providing an online-to-offline or offline-to-online (O2O) shopping system in Indonesia. However, PT.XYZ customers still experience trust issues regarding their purchase intention within this new business model. Hence, the aims of the research reported here are to establish to what extent website design influences customer trust in and perceived risk towards purchase intention. The respondents of this research were potential e-commerce customers who have visited PT. XYZ's site in Jakarta. This study involved a quantitative approach with the data being processed through an SEM analysis. This study found that both information design and visual design positively influence customer trust. The researcher suggests that new e-commerce ventures should focus on increasing the value of information design and visual design in order to gain customer trust. This approach would reduce perceived risk and increase customer willingness to make e-commerce purchases.

Keywords: O2O commerce; website design; customer online trust; perceived risk; purchase intention.

DOI: 10.1504/IJBG.2018.094097

International Journal of Business and Globalisation, 2018 Vol.21 No.1, pp.74 - 86

Received: 27 Dec 2016
Accepted: 07 Mar 2017
Published online: 16 Aug 2018 *

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