The effects of usability and web design attributes on user preference for e-commerce web sites

  • Authors:

  • Sangwon Lee;Richard J. Koubek

  • Affiliations:

  • The Harold and Inge Marcus Department of Industrial and Manufacturing Engineering, The Pennsylvania State University, University Park, PA 16802, USA;College of Engineering, The Louisiana State University, Baton Rouge, LA 70803, USA

  • Venue:
  • Computers in Industry
  • Year:
  • 2010

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Abstract

This study examines the relationships among perceived usability before actual use, task completion time, and preference, and the effects of design attributes on user preference for e-commerce web sites. Nine online bookstore web sites were used by ten participants. Results indicate: (1) pre-use usability and task completion time were correlated; (2) the relationship between pre-use usability and preference was greater than that of task completion time and preference; (3) design attribute assessments after actual use were highly intercorrelated; and (4) organizational structure and layout had a greater effect on user preference than aesthetic aspects, such as color and typography. These findings can be used to construct a conceptual framework for understanding user preferences and to develop design guidelines to yield more highly preferred e-commerce web sites. Also, the methodology in this study can be applied to other computerized-applications.