Importance of Usability Considerations to Purchase Intention on E-Commerce Website with Different User Groups

Abstract

E-Commerce sales grow with unprecedented speed these years. The success of the E-Commerce website can be directly affected by its usability. A survey study was conducted to investigate the effect of 19 usability considerations on user's purchase intention with E-Commerce websites. Responses from 300 web users were obtained and analyzed. Factor analysis reveals that users' purchase intention on E-Commerce website is affected, in descending importance by the following five usability factors: trustworthiness, information access cost, shopping support, ease of comprehension, and hedonic quality. Some interesting differences among user groups of different gender, age, and ethnic background were also revealed, which can be used to guide design efforts for websites targeting special user groups.