Abstract
The effectiveness of atmospheric cues on consumer’s emotion has a significant impact on online businesses. The usability issues with regards to atmospheric cues especially while browsing electronic commerce (e-commerce) websites are very important. This paper aims to identify the common atmospheric cues, usability issues and their effects on consumer emotions while browsing e-commerce websites. Usability testing techniques was conducted to five (5) participants from different backgrounds by using qualitative methods. The outcome of this preliminary study will help e-commerce websites specifically Lazada Malaysia to reduce usability gap of online shopping experience. The result highlights the atmospheric cues and their influence on the website. These initial findings motivated the current study, which extends our previous work by proposing other key variables and several new recommendations for improvement to generate more effective usability issues.
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