Impact of Website Attractiveness and Trustworthiness on Repeat Purchase Intention

Abstract

In the modern era, there are many new business models that have developed because of the large inversion in the field of technology with overhead features. Especially the advancement of the internet has created many social and consumption trends. Recently with the global pandemic Covid-19, customer involvements with online activities have become a daily routine for many. They use every online business solution that makes their life easy in this critical situation. Web shopping is the most preferred online business model among Asian consumers. It is more substantial to clarify the factors that make a significant impact on the consumer’s purchase intention in this online purchasing context. Therefore, the main objective of this study was to evaluate the impact of website attractiveness and trustworthiness on online customer purchase intention. A total of 150 individuals who have purchased goods through web shopping participated as the respondents in the sample. The study measures the impact of five independent variables; three under website attractiveness and two under web site trustworthiness, on the dependent variable repeat purchase intention. The results of the regression analysis revealed that fulfilment and integrity of the website positively relate to the customer online purchase intention, while the study could not find a statistically significant impact from the remaining three variables of the study. Researchers highlight the importance of conducting more contextual studies in this growing yet relatively understudied area.