The effect of emotional design and online customer review on customer repeat purchase intention in online stores

The internet users in Indonesia has increased rapidly over the last decade. A survey conducted by Association of Internet Service Providers Indonesia shows that the internet users has reached 34.9% of total population in Indonesia. The increase of internet users has led to a shift in trading practice from conventional trade to online trade. It is predicted in the next years the number of online consumers in Indonesia will continue to increase, provide many opportunity for online business. The huge number of internet users is not necesarily followed by the high number of e-purchase. It is therefore become the interest of many researchers to investigate factors that influence the decision on online purchasing.This research proposes a model that assess the effect of emotional design and customer review to customer intention on e-repeat purchase. Online questionnaire is designed and is distributed randomly through google forms. There are 187 respondent filled the questionnaire from which only 162 respondents actually have experience in online purchase. These data are then processed by using statistical analysis. A model is developed by applying structural equation modeling (SEM) approach. This study revealed that customer reviews especially objective reviews has a significant effect toward repeat purchase. Whereas emotional design particularly visual attractiveness also shows a significant effect toward e-repeat purchase.