Evaluating Usability and User Experience Amid COVID-19: The Case of Innovative Digital Retailers

Ghazi A. Samawi, Luai Jraisat, Fadi Khlaif, Mohannad Jreissat, Mohammad Akram Ta'amnha, Samah Alomari and Ala'aldin Khawajah
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Ghazi A. Samawi: German Jordanian University, Jordan
Luai Jraisat: Talal Abu-Ghazaleh University College for Innovation, Jordan
Fadi Khlaif: German Jordanian University, Jordan
Mohannad Jreissat: Hashemite University, Jordan
Mohammad Akram Ta'amnha: German Jordanian University, Jordan
Samah Alomari: Jordan University of Science and Technology, Jordan
Ala'aldin Khawajah: Sager Drone, Jordan

International Journal of Technology and Human Interaction (IJTHI), 2023, vol. 19, issue 1, 1-23

Abstract: This research evaluates e-commerce platforms (ECP) amid the COVID-19 pandemic and investigates the relationship between usability and user experience (UX) and e-commerce platforms performance (ECPP) by testing online customer's interactions with online retailers. Exploratory and confirmatory factor analyses assessed the research constructs' dimensions, dimensionality, validity, and composite reliability, while structural path analysis tested the hypothesized model relationships. The empirical results indicate that six usability dimensional attributes are strategically significant antecedents to UX and ECPP: navigation, information architecture, value of content, satisfaction, aesthetics, and consistency and functionality. An integrated framework of usability and UX is recommended for retailers running their businesses on digital platforms. This research investigates usability, UX, and ECPP through understanding digital marketing frameworks in e-commerce stores in the COVID-19 context, shedding light on the strategic role of usability attributes and how they affect UX digital performance.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jthi00:v:19:y:2023:i:1:p:1-23

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