Publication
Usability : impact on e-commerce
| Summary: | While many factors can affect a Web site's ability to attract new customers, retain current customers, and efficiently facilitate online transactions, usability is becoming increasingly more important, particularly in light of the increased use of the Internet by both businesses and consumers. Numerous researchers and Web development practitioners have proposed various techniques and instruments for measuring usability however there is still no consensus on how to measure Web site usability. Of particular concern to designers of Web sites is the question of whether consumers' reactions to a Web site are likely to induce subsequent visits or purchases from the site in the future Thus a theoretical model of Web site usability would provide a better understanding on the influence of Web site usability on online consumer's perceptions. Bearing in mind the call for a better understanding of the usability effects on consumer behaviour this study has two research objectives: (1) to propose and validate Web site usability constructs that mainly captures human perceptions on Web site sability; (2) to propose and validate a theoretical model of Web site usability by adopting the Technology Acceptance Model (TAM). To provide evidence in support of the first question, this study will create valid and reliable instruments for measuring Web site usability. To provide evidence in support of the second question, this study will investigate the relationship between Web site perceived usability and consumers' beliefs, attitude and behaviour intentions towards Web sites in the context of e-commerce, through the inclusion of usability constructs within the Technology Acceptance Model. |
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| Main Authors: | Machado, Ana Teresa Martins |
| Subject: | e-commerce online consumer behavior TAM usability web sites sitios da Web comércio electrónico comportamento do consumidor TAM usabilidade |
| Year: | 2011 |
| Country: | Portugal |
| Document type: | doctoral thesis |
| Access type: | open access |
| Associated institution: | Universidade de Lisboa |
| Language: | English |
| Origin: | Repositório da Universidade de Lisboa |
| Summary: | While many factors can affect a Web site's ability to attract new customers, retain current customers, and efficiently facilitate online transactions, usability is becoming increasingly more important, particularly in light of the increased use of the Internet by both businesses and consumers. Numerous researchers and Web development practitioners have proposed various techniques and instruments for measuring usability however there is still no consensus on how to measure Web site usability. Of particular concern to designers of Web sites is the question of whether consumers' reactions to a Web site are likely to induce subsequent visits or purchases from the site in the future Thus a theoretical model of Web site usability would provide a better understanding on the influence of Web site usability on online consumer's perceptions. Bearing in mind the call for a better understanding of the usability effects on consumer behaviour this study has two research objectives: (1) to propose and validate Web site usability constructs that mainly captures human perceptions on Web site sability; (2) to propose and validate a theoretical model of Web site usability by adopting the Technology Acceptance Model (TAM). To provide evidence in support of the first question, this study will create valid and reliable instruments for measuring Web site usability. To provide evidence in support of the second question, this study will investigate the relationship between Web site perceived usability and consumers' beliefs, attitude and behaviour intentions towards Web sites in the context of e-commerce, through the inclusion of usability constructs within the Technology Acceptance Model. |
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