The descriptive analysis of aesthetic appeal, layout and functionality, and financial security: case study for the Indonesia e-commerce

The purpose of this study is to investigate the e-servicescape of Indonesian website based on customer perception in Surabaya - Indonesia. E-servicescape concept comprises three main components; firstly is website aesthetic appeal which evaluate design originality, visual appeal, and entertainment aspect; secondly is website layout and functionality which evaluate features functionality, information relevancy, customization features, and interaction features; finally website financial security which evaluate perceived security and payment easiness. There were 200 respondents who frequently purchase product via online are collected through purposive sampling technique. Structural equation modelling was used to analyze the research data. The findings revealed descriptive charateristic of online shopping behavior as well as the customer evaluation on web e-servicescape.