An investigation into the influence of usability on the development of the browsing experience of electronic commerce applications

Abstract

We investigate whether usability aspects affect the design and development of the browsing experience in electronic commerce applications. The study is limited to the generic electronic commerce activities and does not address the financial perspective. As background we studied the electronic commerce domain, interaction design and information systems development methodologies. Within a quasi-experimental research design we then developed two experimental websites to test our hypotheses that the usability principles of consistency, structured information and navigation affect the users of a website: one adhering and one violating these principles. Respondents were required to record their perceptions of both using a questionnaire. We found that usability issues had a minimal influence on the perceived success of the websites. It is thus only one of many factors that needs to be considered in the design and development of a successful electronic commerce website, and cannot be treated as an isolated add-on.