David T. Green

Integrating website usability with the electronic commerce acceptance model

This paper analyses the role of website usability in a B2C electronic commerce environment. The authors identify dimensions of website usability that have been examined in the literature and integrate those usability dimensions within an electronic commerce acceptance model using an e-commerce simulation. Structural equation modelling was used to analyse the relationship between several website usability and e-commerce variables (design credibility, content, interactivity, navigability, responsiveness, download delay, perceived usefulness, perceived ease of use, and satisfaction with design) as well as trust, perceived risk, and intention to transact. The results demonstrate that website usability does influence several outcomes that are important for businesses to attract and retain customers.

The Examination of Two Web Site Usability Instruments for Use in B2C E-Commerce Organizations

This study used a B2C e-commerce simulation in an effort to validate two Web site usability instruments. The results of the confirmatory factor analysis found the first instrument exhibited moderately acceptable measurement properties, while the second instrument displayed poor validity for the suggested dimensions. Attempted validation of these instruments and the subsequent development of a more comprehensive measure of Web site usability should facilitate an organizations understanding of the strengths and weakness of their B2C Web sites in an increasingly competitive environment.