Abstract
Web usability is an integral part of e-commerce. Users are less prone to the websites which are difficult to navigate and slow in response time. E-commerce business is growing aggressively on daily basis, but lack of user trust can impede this growth. Success of online business is largely dependent on getting user’s trust. There are different techniques and models to measure web usability and user trust level, but they are not covering all aspects of web usability. So we proposed a new enhanced SUPR-Q model with six (6) parameters, such as Usability, Effectiveness, Efficiency, Learnability, Satisfaction and Security. We performed an experiment with one hundred twenty (120) participants to measure the web usability and user’s trust on two famous e-commerce websites of Pakistan (daraz.pk & homeshopping.pk). We divided our participants into two equal groups, such as Random and Regular group on the basis of their previous shopping exposure. Our results shows that usability score of Regular group who did shopping most frequently were better than the Random group which was less exposed with shopping experience. Regular group was more satisfied from both websites with the score of 46.8% on daraz.pk and 44.8% on homshopping.pk as compared to Random group. Both groups showed higher usability score on daraz.pk which was 45.2% in case of Regular group and 40% in case of Random group due to the higher effectiveness and efficiency of web interface. The overall results showed that trust on e-commerce website plays vital role in user’s satisfaction and purchasing.
Highlights
The technological development, such as websites have become an essential business platform for buying, selling and distributing products
The objective of this paper is to present a study that evaluated a relationship between usability of the website interface design and the level of trust of potential customer on e-commerce websites in Pakistan
A strong relationship between user performance and usability has always been supported even International Organization for Standardization (ISO) [22] emphasizes on the performance of website
Summary
The technological development, such as websites have become an essential business platform for buying, selling and distributing products. For the e-commerce websites, ‘user’ is the most important factor for the success of a business or failure of the business, so user should be the main focus point while making these websites [24]. These e-commerce websites are growing very fast but they don’t follow the proper standards that is the reason still today, people don’t trust these websites in Pakistan. Though there is continuous growth in e-commerce and many companies are converting to e-commerce business They are reporting problems regarding attracting new customers and retaining existing one. Further Nielsen and Levy [31] stated that user performance is one of the important determinants of usability
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