The Importance of Usability Aspect in M-Commerce Application for Satisfaction and Continuance Intention

Abstract

There has been a rapid growing of m-commerce application in recent years due to the development of mobile communication technology and e-commerce business. However, only about 30% of online users, who conduct online searching, make online purchases. The low conversion rate seems to be correlated with poor usability aspect of most mcommerce applications and poor satisfaction reported by users. Research has reported that satisfaction and continuance intention in using m-commerce applications have relationships with service quality and information quality. In this study, a new model of user satisfaction and continuance intention in the context of mobile application was proposed by incorporating usability aspect. The study involved 230 respondents. To develop a new reliable and valid model, this study used Structural Equation Modelling (SEM) that include two stage evaluation, namely measurement model evaluation and structural model evaluation. Results demonstrated 34 valid and reliable indicators which can be used to measure service quality, information quality, usability, user satisfaction and continuance intention in M-commerce application. There were positive and significant relationships among service quality, information quality, usability, user satisfaction, and continuance intention. This study provide evidence on the importance of usability aspect in Mcommerce application for user satisfaction and continuance intention. Abstrak Pentingnya Aspek Usabilitas Pada Aplikasi M-Commerce untuk Meningkatkan Kepuasan dan Niat KeberlanjutanPengguna. Pertumbuhan aplikasi m-commerce dalam beberapa tahun terakhir sangat pesat karena perkembangan teknologi komunikasi seluler dan bisnis e-commerce. Namun, hanya sekitar 30% pengguna online, yang melakukan pencarian online, bersedia membeli online. Tingkat konversi yang rendah tampaknya berkorelasi dengan aspek usabilitas yang buruk dari sebagian besar aplikasi m-commerce dan kepuasan yang rendah dilaporkan oleh pengguna. Penelitian terdahulu telah mencatat bahwa kepuasan dan niat keberlanjutan dalam menggunakan aplikasi m-commerce memiliki hubungan dengan kualitas layanan dan kualitas informasi. Dalam studi ini, model baru kepuasan pengguna dan niat keberlanjutan dalam konteks aplikasi mobile diusulkan dengan memasukkan aspek usabilitas. Penelitian ini melibatkan 230 responden dan menggunakan structural equation modeling (SEM) yang mencakup dua tahap evaluasi, yaitu evaluasi model pengukuran dan evaluasi model struktural. Hasil penelitian menunjukkan 34 indikator yang valid dan andal yang dapat digunakan untuk mengukur kualitas layanan, kualitas informasi, usabilitas, kepuasan pengguna dan niat keberlanjutan dalam aplikasi m-commerce. Terdapat hubungan positif dan signifikan antara kualitas layanan, kualitas informasi, usabilitas, kepuasan pengguna, dan niat keberlanjutan. Studi ini memberikan bukti tentang pentingnya aspek usabilitas dalam aplikasi m-commerce untuk meningkatkan kepuasan pengguna dan niat keberlanjutan.

Traits Contributing to the Promotion of the Individual’s Continuance Usage Intention and Perceived Value of M-University Services

“…The obtained positive effects on the continuance usage intention are consistent with those found in prior studies for reliability (e.g., Hu et al, 2009), usability (e.g., Yassierli et al, 2018), self-efficacy (e.g., Daragmeh et al, 2021), and involvement (e.g., Shiau & Luo, 2013). Regarding the impacts on the individual's perceived value, the results confirmed the outcome of Bauer et al (2006) that reliability is among the strongest factors that determine the customer's perceived value.…”

“…Liao et al (2021) rationalized usability as one of the crucial factors for satisfaction and continuance intention to use enterprise e-banking services. Considering the adoption of mobile applications, Yassierli et al (2018) provided evidence for the important role of usability as a determinant of the users' continuance intention to use these applications. On the contrary, insignificant impacts of usability on continuance intention were noticed in a few domains, such as mobile health services (Kim et al, 2019).…”

Joint development of cultural heritage protection and tourism: the case of Mount Lushan cultural landscape heritage site

“…There is a lack of equipment to monitor the flow of passengers and environmental quality, and there is little visual management information or monitoring capability of tourist flow and environmental information. The quantity and quality of information available at a heritage site directly affects the time spent by users visiting the website and also affects the satisfaction of users (or tourists) [25,26].…”

Understanding Online Shopping Continuance Intention of Turkish Users: An Empirical Assessment

“…Poor information quality can make it difficult for users to access the information they want, and therefore users' experiences could be poor. Many studies have demonstrated the impact of the quality of information on individuals' satisfaction regarding the use of online services (Chen et al, 2013;Lee & Chung, 2009;Schaupp, 2010;Yassierli et al, 2018). H2: Information quality of online shopping sites has a positive impact on the individuals' satisfaction regarding the online shopping sites.…”