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The influence of website design on customer online trust and perceived risk towards purchase intention: a case of O2O commerce in Indonesia
by Anggraeni Permatasari; Mayci Kartikowati
International Journal of Business and Globalisation (IJBG), Vol. 21, No. 1, 2018


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.

Online publication date: Fri, 03-Aug-2018


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