Attributes of Web Site Usability: A Study of Web Users with the Repertory Grid Technique

Authors:
Lai Tung;Yun Xu;Felix Tan
Affiliations:
Information Management Research Centre (IMARC), Nanyang Business School, Nanyang Technological University, Singapore;-;Business Information Systems, Auckland University of Technology, New Zealand
Venue:
International Journal of Electronic Commerce
Year:
2009

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Abstract

Research on Web site usability using the Microsoft Usability Guidelines (MUG) have (1) assumed the MUG categories and subcategories as a given and (2) focused on the relationships between these attributes and site usability, thereby largely ignoring their underlying meaning. Using the Repertory Grid Technique, the present research elicits the attributes that Web users consider important when using business-to-consumer (B2C) Web sites. The results support the MUG framework but identify three additional attributes that warrant being MUG subcategories: quality of Web site content, Web site appearance, and extent to which the site provides convenient services to facilitate on-line activities. An enhanced MUG is presented. The implications for research and practice are discussed.