The Mediating Role of Online Trust and Perceived Risk in the Relationship between Website Design and Purchase Intention

Due to the advancement of technology and the widespread use of the internet, the factors influencing purchase intention in online shopping continue to be an ongoing research topic. In this context, it is believed that one of the key factors affecting consumer purchasing behaviour is website design. A well-designed website is expected to play a crucial role in establishing perceived trust, a key factor in the online shopping experience that influences consumers' purchase intentions. This study examines the impact of website design on purchase intention in online shopping, with a focus on the mediating roles of trust and perceived risk. In this context, the findings obtained from 215 university students suggest that website design has a positive effect on consumers' purchase intentions. Moreover, while online trust reduces the perceived risk associated with website design, it is an important mediating variable in the relationship between perceived risk and increased purchase intention.