Analysis of the influence of visual and design elements on a cooperative's website on users' perception of trust and risk

Abstract

This study analyzes how the visual and design elements of the cooperative's virtual store influence users' perception of trust, risk, and acceptance of e-commerce. To this end, a mixed methodology with a non-experimental and cross-sectional approach was used, combining eye-tracking techniques to assess visual attention with a structured questionnaire designed to measure perceived usefulness, ease of use, and risk, supplemented by multiple regression statistical analyses. The results indicate that perceived usefulness and ease of use are the most decisive factors for acceptance of the system, while conscious perceived risk did not show a significant effect. However, cognitive analysis identified critical areas within the interface, especially in the product features section, where visual processing overload was observed, hindering content comprehension and affecting the user experience.