An analytic hierarchy process model for evaluating and comparing website usability

Authors:
Adrien Presley;Paul Fellows
Affiliations:
School of Business, Truman State University, 100 East Normal, Kirksville, MO 63501, USA;School of Business, Truman State University, 100 East Normal, Kirksville, MO 63501, USA
Venue:
International Journal of Business Information Systems
Year:
2013

Citing 17
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Abstract

User acceptance of websites is a critical success factor for e-commerce firms. Usability has long been recognised as a major factor in the acceptance of websites but has been problematic in terms of formal analysis. This paper presents a usability analysis model based on the Microsoft usability guidelines MUG. The model employs the analytic hierarchy process AHP, a decision-making methodology that allows importance ranking to be determined and alternatives compared based on a set of multi-level criteria. AHP decomposes complex decisions into a hierarchy consisting of increasingly more detailed but easily comprehended sub-problems. The MUG provides a conceptualisation of usability based on five high-level criteria that are then broken down into 14 sub-criteria. It is proposed that the MUG naturally presents a hierarchy for system evaluation that can be structured and analysed using the AHP. This paper presents a model and demonstrates its use by comparing three financial information portals.