TY - JOUR
T1 - Determinant of online purchase intention and corporate website contextual relevance
AU - Nadlifatin, Reny
AU - Hendralaksono, Benedictus Bramantya
AU - Persada, Satria Fadil
AU - Setiyati, Etsa Astridya
AU - Tri Prasetyo, Yogi
AU - Ong, Ardvin Kester S.
AU - Young, Michael Nayat
N1 - Publisher Copyright:
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2025
Y1 - 2025
N2 - The present study examines the effects of visual complexity, in which cognitive and emotional characteristics of humans can be influenced by a variety of factors of differing degrees of complexity. Contextual relevance, which examines the correlation between the dissemination of information included in an advertising, is another aspect investigated in this study. The research functions as a tool to improve the organization’s website’s competitive advantage concerning trust and web attractiveness in relation to online purchasing intention. Seven hypotheses were tested. Multiple linear regression and multivariate analysis of variance (MANOVA) were utilized to conduct the analysis. A 2 x 2 factorial design was implemented for the 160 participants. Manipulation tests were administered to participants to ascertain their comprehension of the manipulated stimuli that had been created. Specifically, high and low treatments were created for visual complexity. The relevance and irrelevance were created for contextual relevance. The total of seven hypotheses were validated in the result. Increasing the amount of visual complexity and contextual relevance on a website led to greater trust and online purchase intention. Trust and web attractiveness were identified in relation to contextual relevance. Trust is dominated from web attractiveness in affecting the online purchase intention by 0.486 coefficient score.
AB - The present study examines the effects of visual complexity, in which cognitive and emotional characteristics of humans can be influenced by a variety of factors of differing degrees of complexity. Contextual relevance, which examines the correlation between the dissemination of information included in an advertising, is another aspect investigated in this study. The research functions as a tool to improve the organization’s website’s competitive advantage concerning trust and web attractiveness in relation to online purchasing intention. Seven hypotheses were tested. Multiple linear regression and multivariate analysis of variance (MANOVA) were utilized to conduct the analysis. A 2 x 2 factorial design was implemented for the 160 participants. Manipulation tests were administered to participants to ascertain their comprehension of the manipulated stimuli that had been created. Specifically, high and low treatments were created for visual complexity. The relevance and irrelevance were created for contextual relevance. The total of seven hypotheses were validated in the result. Increasing the amount of visual complexity and contextual relevance on a website led to greater trust and online purchase intention. Trust and web attractiveness were identified in relation to contextual relevance. Trust is dominated from web attractiveness in affecting the online purchase intention by 0.486 coefficient score.
KW - Marketing
KW - Marketing Communications
KW - Marketing Research
KW - Visual complexity
KW - contextual relevance
KW - online purchase intention
KW - trust
KW - web attractiveness
UR - http://www.scopus.com/inward/record.url?scp=85211816835&partnerID=8YFLogxK
U2 - 10.1080/23311975.2024.2438860
DO - 10.1080/23311975.2024.2438860
M3 - Article
AN - SCOPUS:85211816835
SN - 2331-1975
VL - 12
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 2438860
ER -