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Assessing the Differential Effect of Web Usability Dimensions on Perceived Usefulness of a B2C E-Commerce Website

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Advances in Information Technology (IAIT 2013)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 409))

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Abstract

The current invigorated wave of E-commerce initiatives, post the initial boom and dot com bubble burst is definitely more prudent. Therefore, business community is looking to academe for understanding of how usability can be increased to reap the numerous benefits of E-commerce. This study has been undertaken in context of B2C E-commerce websites and its main purpose is to analyze the differential impact of web usability dimensions on perceived usefulness. This is done by studying customers’ responses regarding B2C E-commerce websites with respect to four usability dimensions. A questionnaire survey is used to collect data from select respondents (N=415) and analysis is performed using structural equation modelling (SEM). Findings suggest that although all four dimensions significantly impact perceived usefulness, system quality followed by trust are the two most important factors. The study has important implications for website designers, developers and researchers.

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Author information

Authors and Affiliations

  1. Lal Bahadur Shastri Institute of Management, Delhi, India

    Geetanjali Sahi

  2. University of Delhi, Delhi, India

    Sushila Madan

Authors
  1. Geetanjali Sahi
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  2. Sushila Madan
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Editor information

Editors and Affiliations

  1. School of Information Technology, King Mongkut’s University of Technology Thonburi, 126 Pracha-U-Thit Rd., 10140, Bangkok, Thailand

    Borworn Papasratorn

  2. School of Information Technology, King Mongkut’s University of Technology Thonburi, 126 Pracha-U-This Td., Bangmod, Thungkru, 10140, Bangkok, Thailand

    Nipon Charoenkitkarn

  3. School of Information Technology, King Mongkut’s University of Technology, Thonburi, 126 Pracha-U-Thit Rd., Bangmod, Thungkru, 10140, Bangkok, Thailand

    Vajirasak Vanijja

  4. School of Information Technology, King Mongkut’s University of Technology Thonburi, 126 Pracha-U-Thit Rd., Bangmod, Thungkru, 10140, Bangkok, Thailand

    Vithida Chongsuphajaisiddhi

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© 2013 Springer-Verlag Berlin Heidelberg

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Sahi, G., Madan, S. (2013). Assessing the Differential Effect of Web Usability Dimensions on Perceived Usefulness of a B2C E-Commerce Website. In: Papasratorn, B., Charoenkitkarn, N., Vanijja, V., Chongsuphajaisiddhi, V. (eds) Advances in Information Technology. IAIT 2013. Communications in Computer and Information Science, vol 409. Springer, Cham. https://doi.org/10.1007/978-3-319-03783-7_18

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  • DOI: https://doi.org/10.1007/978-3-319-03783-7_18

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-03782-0

  • Online ISBN: 978-3-319-03783-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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