Determinant of online purchase intention and corporate website contextual relevance

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.