Developing a Website Usability Framework for B2C E-Commerce Success

Geetanjali Sahi and Sushila Madan
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Geetanjali Sahi: Lal Bahadur Shastri Institute of Management, New Dehli, India
Sushila Madan: Lady Sri Ram College, University of Delhi, New Delhi, India

International Journal of Information Communication Technologies and Human Development (IJICTHD), 2013, vol. 5, issue 1, 1-19

Abstract: With the growth and proliferation of the internet, B2C E-commerce has grown across the globe. To reach the huge geographically spread customer base, organizations are opening web-based stores; as these organizations invest a lot of resources in this process, it is imperative that they measure the success of their E-commerce venture. Although much research has been done in the area of ascertaining factors that influence the adoption of E-commerce, little research has been conducted on post-adoption phenomenon of E-commerce success. The purpose of this study is to fill this gap. A conceptual model is derived after extracting elements of Technology acceptance model and expectation-confirmation theory. The model was then tested using data gathered from 297 online shoppers in India. As a result of an extensive review of IS literature 7 dimensions (4 first order and 3 intermediate) viz. System Quality, Trust, Extension Quality, Propriety of content, User satisfaction, Perceived usability and Intention to purchase were identified. Statistical analysis of the data revealed that all the intermediate dimensions viz. User satisfaction, Perceived usability and Intention to purchase and one first order dimension Trust significantly impacted E-commerce success. All of the first order dimensions significantly impacted one or the other intermediate dimension.

Date: 2013
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