Title:	USABILITY OF WEB SITES IN THE CONTEXT OF B2C
Author(s):	Ana Teresa Machado , António Palma Dos Reis
ISBN:	972-8924-23-2
Editors:	Sandeep Krishnamurthy and Pedro Isaías
Year:	2006
Edition:	Single
Keywords:	Consumer Web site interaction, B2C, e-commerce, metrics, Web Site usability
Type:	Short Paper
First Page:	328
Last Page:	332
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	The availability of the Internet, coupled with the rapid proliferation of the World Wide Web (WWW) has created a challenging arena for business. In such environment, the usage of the Internet for buying and selling products, has found a major presence in today’s economy. Besides the use of the Internet by the organizations, a rapid adoption of the Internet by consumers has been occurring for various purposes, such as information search and online shopping. In the Internet market Web sites are the main interface between online merchants and their customers. Effective Web sites play a critical role in attracting and maintaining customers’ interest and in influencing their purchase behavior. So, measuring the quality of firms’ web presence has received significant managerial and academic attention. Although the notion of usability has been defined in a variety of ways by scholars, usability is likely to be a key and proximal metric for evaluating the likelihood of success for an organization’s web presence. Despite the singular significance of web site usability metrics, little theoretical knowledge is available on how usability should be measured and how Web site’s usability impacts the purchase behavior of online shoppers. The purpose of this research is to conceptualize a metric for usability of Web sites in the context of consumer electronic commerce. We expect that this research provides a theoretical framework for website design to be responsiveness to online shoppers’ needs.
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